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



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