Original paper
Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits
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....
Paper Details
Title
Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits
Published Date
May 26, 2020
Volume
37
Issue
6
Pages
1155 - 1180
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Notes
History