دانلود رایگان مقاله انگلیسی عقیده قدرت فاصله و ارزیابی شخصیت برند - الزویر 2018

ABSTRACT

This article explores the influence of power distance belief (PDB) on the evaluations of brand personality traits. It proposes that high PDB polarizes the brand personality evaluations of ingroup and outgroup brands. Specifically, results show that individuals with high PDB tend to evaluate an ingroup brand more positively and an outgroup brand more negatively than those with low PDB do. More importantly, brand social categorization tendency mediates the effect of PDB on brand personality evaluations of ingroup and outgroup brands. Furthermore, we find that temporal distance (near vs. distant buying conditions) moderates the effect of PDB on brand personality evaluations. Theoretical contributions and managerial implications are also discussed.

8. General discussion

This research extends our understanding of cultural impacts on consumer behavior by investigating the influence of PDB on evaluations of brand personality. The first set of studies (1a and 1b) used crosscultural samples and different product categories to examine whether PDB can affect evaluations of brand personality. Study 2 showed that consumers with high PDB display a greater brand social categorization tendency than those with low PDB do. Study 3 offered strong evidence that brand social categorization tendency mediates the relationship between PDB and evaluations of brand personality. In study 4, we found that the effect of PDB on evaluations of brand personality is moderated by temporal distance, such that consumers with high PDB show relatively more brand personality differences between ingroup and outgroup brands for a near buying decision than for a distant buying decision. Taken together, the results of the above studies paint a highly consistent picture. Regardless of whether PDB is operationalized as an individual trait or as an experimental manipulation, it tends to polarize the brand personality evaluations of ingroup and outgroup brands, and such an effect is mediated by an individual's brand social categorization tendency. Also, the effect is moderated by temporal distance, which influences an individual's categorization tendency. Importantly, this pattern of effects is replicated across different methods (survey and experiment), different product categories (coffee shops, athletic shoes, and jeans), and different cultures (China and the United States).