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Lookup NU author(s): Dr Weisha Wang
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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.
Author(s): Wang W
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Proceedings of 2018 China Marketing International Conference: : Marketing Strategy in the Sharing Economy: Localization and Globalization.
Year of Conference: 2018
Online publication date: 22/06/2018
Acceptance date: 20/05/2018
Publisher: Chinese Scholar Marketing Association
