Compliments Made Me Bolder: the Role of Self Construal and Brand Status in Brand Attachment and Product Evaluation

Fang Wan, University of Manitoba, Canada
Letty Kwan, Nanyang Technological University, Singapore
Amitava Chattopadhyay, INSEAD, France
Hesham Fazel , University of Manitoba, Canada
CY Chiu, Nanyang Technological University, Singapore
Five studies establish cultural differences in response to brand compliments. The North American interdependent (vs. independents) and Asians (vs. North Americans) tend to bond more strongly with the complimented brand when the brand status is high. Lastly, compliment makes Asians (vs. North Americans) make norm-incongruent evaluations.
[ to cite ]:
Fang Wan, Letty Kwan, Amitava Chattopadhyay, Hesham Fazel , and CY Chiu (2012) ,"Compliments Made Me Bolder: the Role of Self Construal and Brand Status in Brand Attachment and Product Evaluation ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 970-971.