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Can you bear with me? A comparison study of multifaceted discrepancy–brand avoidance relationships between China and the USA.

Lookup NU author(s): Dr Paul LiuORCiD

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Abstract

Purpose – Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand image/personality and one’s self-concept. Given the multifaceted culturally constituted self-domains and self-importance, this research investigates how cultural variation affects reactions to self-brand discrepancy, considering two types of narcissist orientations. Design/methodology/approach – Using national culture as proxy for cultural orientation, sample data were collected through surveys administered to 410 participants (210 in China and 200 in the USA). A multi- group structural equation model was adopted to examine the conceptual model and proposed hypotheses. The follow-up qualitative study was conducted to allow further discussion of the quantitative results. Findings – The results show that self-brand discrepancy can only be converted into brand avoidance tendency through the activation of cognitive dissonance for both Americans and Chinese. Specifically, for Chinese consumers only (ideal) social identity self-brand discrepancies can activate avoidance behaviour. In addition, grandiose and vulnerable narcissism orientations co-exist for both Chinese and Americans, these negatively moderate the relationship between social self-brand discrepancies and cognitive dissonance. For US consumers, idealised identity discrepancies mitigate dissonance; only those with a vulnerable narcissistic orientation would act on avoidance when experiencing dissonance.Originality/value – By incorporating cultural variations in the investigations of self-brand discrepancy, this paper advances existing knowledge on dissonance and coping mechanisms. In addition, by bringing narcissistic orientations to the fore, it allows for a deeper understanding of how these cultural variations operate. In addition, our research provides important guidelines for brand practitioners to better leverage their marketing campaigns in offline and online contexts and to reduce brand avoidance tendencies across the international marketplace.

Publication metadata

Author(s): Wang Z, Liu P, Yuan R, de Kerviler G

Publication type: Article

Publication status: Published

Journal: International Marketing Review

Year: 2024

Volume: 41

Issue: 6

Pages: 1577-1617

Print publication date: 29/11/2024

Online publication date: 28/10/2024

Acceptance date: 15/09/2024

ISSN (print): 0265-1335

ISSN (electronic): 1758-6763

Publisher: Emerald

URL: https://doi.org/10.1108/IMR-05-2023-0090

DOI: 10.1108/IMR-05-2023-0090

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