Cobrand personality evaluation: the role of dialectical self

Wang, Weisha (2018) Cobrand personality evaluation: the role of dialectical self. In Proceedings of 2018 China Marketing International Conference: : Marketing Strategy in the Sharing Economy: Localization and Globalization. Chinese Scholar Marketing Association..

Record type: Conference or Workshop Item (Paper)

Abstract

The rapid growth of Chinese market has encouraged many Western brands collaborate with Chinese brands through cobranding strategy. Brand managers often face the challenges of selecting the one who may carry a distinct brand personality on the basis of a potential low level of perceived fit. This research builds on Monga and Lau-Gesk (2007), proposes dialectical self - captures East Asians' cognitive tolerance of conflicts, ambiguities and inconsistencies in self-concept domain, is an individual difference variable that may explains East Asian consumers' attitudinal differences toward a cobrand who may have traits associated with more brand personalities. Four experiments were conducted with the data from both China and Thailand. The results show that perceived fit mediates the negative relationship between dialectical self and cobrand evaluation. More importantly, the effects of dialectical self are also moderated by one's acculturation experience. As immigration and globalization are two forms of acculturation, the effects of dialectical self are only evidenced within immigration-based acculturation group.

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