Abstract

The purpose of this study was to explore the effect of self-construal (independence vs. interdependence) traits on consumer self and communal brand connection for domestic local and foreign global brands. The results showed that, while interdependent consumers report a higher self and communal brand connection for domestic local (and not for foreign global) brands, trait competitiveness has a favorable impact on self (and not communal) brand connection. The results also showed that independence did not have an impact on brand connection for either domestic local or foreign global brands. From our findings, we propose a new trait taxonomy of interaction-based traits including independence, interdependence, and competitiveness.

摘要

这项研究的目的是探讨自我建构（独立性与相互依赖性）特征对本地本地和国外全球品牌的消费者自我和公共品牌联系的影响。结果表明，尽管相互依存的消费者报告说，国内本地品牌（而非外国全球品牌）具有更高的自我和公共品牌联系，但性格竞争能力却对自我（而非公共）品牌联系产生有利影响。结果还表明，独立性对本地本地品牌或外国全球品牌都没有影响品牌联系。根据我们的发现，我们提出了一种基于交互的特征的新的特征分类法，包括独立性，相互依存性和竞争性。