集体主义
广告
个人主义
中国
心理学
业务
社会心理学
营销
政治学
法学
标识
DOI:10.2753/joa0091-3367410203
摘要
This paper investigates the influence of reference groups on self-brand connections among Chinese consumers and the implications for advertising in China. Reference groups include the in-group (member group) and out-groups (aspiration, dissociative, and neutral). Two studies test five hypotheses involving both Chinese and foreign brands. The results indicate that Chinese consumers report higher self-brand connections for Chinese brands in member and aspiration group settings, but higher connections with foreign brands in a dissociative group setting. Furthermore, individualism/collectivism moderates the influence of reference groups on this connection. For brands with images congruent with the in-group, compared with more individualistic consumers, more collectivist consumers exhibit stronger self-brand connections with Chinese brands than with foreign brands. For brands with images congruent with the dissociative group, compared with more collectivist consumers, more individualistic consumers report stronger self-brand connections with foreign brands than with Chinese brands. These results have critical implications for advertising in China.
科研通智能强力驱动
Strongly Powered by AbleSci AI