Are Co-Branding Products More Attractive? Understanding the Role of Consumer Innovativeness and Self-Construal
In this study, we intend to develop and test a model considering that the consumers prefer co-branding product via consumer innovativeness. We further examined the moderation role of self-construal, such that positive effect is stronger when individual is in a predominantly interdependent.
Citation:
Sihan Wu and Maggie Wenjing Liu (2020) ,"Are Co-Branding Products More Attractive? Understanding the Role of Consumer Innovativeness and Self-Construal", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1224-1224.
Authors
Sihan Wu, Tsinghua University
Maggie Wenjing Liu, Tsinghua University, China
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Consumers' Journey into Access-Based Consumption
Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley
Featured
M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
Featured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA