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Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits

辩证法 独创性 心理学 人格 适度 社会心理学 五大性格特征 创造力 认识论 哲学
作者
Weisha Wang,Cheng-Hao Chen,Bang Nguyen,Paurav Shukla
出处
期刊:International Marketing Review [Emerald (MCB UP)]
卷期号:37 (6): 1155-1180 被引量:15
标识
DOI:10.1108/imr-01-2019-0012
摘要

Purpose With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits. Design/methodology/approach Two studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous). Findings The findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only. Practical implications Important implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types. Originality/value This paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

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