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

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

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.

Co-branding, dialectical self, brand personality, congruency, China
0265-1335
1155-1180
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d

Wang, Weisha, Chen, Cheng, Nguyen, Bang and Shukla, Paurav (2020) Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits. International Marketing Review, 37 (6), 1155-1180. (doi:10.1108/IMR-01-2019-0012).

Record type: Article

Abstract

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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More information

Accepted/In Press date: 4 May 2020
e-pub ahead of print date: 26 May 2020
Published date: 26 May 2020
Additional Information: Publisher Copyright: © 2020, Emerald Publishing Limited. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
Keywords: Co-branding, dialectical self, brand personality, congruency, China

Identifiers

Local EPrints ID: 440972
URI: http://eprints.soton.ac.uk/id/eprint/440972
ISSN: 0265-1335
PURE UUID: 1b09ca86-71cb-4e2c-bd6e-ea8b65f07173
ORCID for Weisha Wang: ORCID iD orcid.org/0000-0002-2985-3416
ORCID for Cheng Chen: ORCID iD orcid.org/0000-0002-7548-7234
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 26 May 2020 16:31
Last modified: 17 Mar 2024 03:55

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Contributors

Author: Weisha Wang ORCID iD
Author: Cheng Chen ORCID iD
Author: Bang Nguyen
Author: Paurav Shukla ORCID iD

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