Thematic Thinking and Cognitive Style in the Evaluation of Brand Extensions.

Fröhlich, Julia Katharina; Ming, C. (2015). Thematic Thinking and Cognitive Style in the Evaluation of Brand Extensions. Academy of Management Proceedings, 2015(1), p. 16409. New York: Academy of Management 10.5465/AMBPP.2015.16409abstract

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Similarity has been identified as antecedent of the success of brand extensions. Recently a literature stream emerged related to different types of similarity: feature-based taxonomic similarity and relation-based taxonomic similarity. While researchers already investigated how thematic and taxonomic brand extensions are evaluated, they did not account for interindividual differences in thematic thinking, the preference for basing cognitive processes on thematic similarity. We investigate the role of thematic thinking and cognitive styles in the evaluation of thematic and taxonomic brand extensions. We find that thematic thinking is positively related to the evaluation of thematic brand extensions and that this effect is stronger for individuals with high levels of intuitive cognitive style. While there is a significant positive relationship between systematic cognitive style and the evaluation of taxonomic brand extensions we find no direct effect of intuitive cognitive style on the evaluation of thematic brand extensions. We discuss implications for cognition, specifically thematic thinking, and brand extension.

Item Type:

Conference or Workshop Item (Paper)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Organization and Human Resource Management > Human Resource Management

UniBE Contributor:

de Groote, Julia Katharina


600 Technology > 650 Management & public relations




Academy of Management




Nicole Oehrli

Date Deposited:

25 Jun 2018 17:03

Last Modified:

04 Sep 2018 11:35

Publisher DOI:



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