The Effect of Self- and Public-Based Evaluations on Brand Purchasing: The Interplay of Independent and Interdependent Self-Construal

This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention were compared between these nations, and w...

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Bibliographic Details
Published in:Journal of international consumer marketing 2018-08, Vol.30 (4), p.235-243
Main Author: Sugitani, Yoko
Format: Article
Language:English
Subjects:
Brand repurchase
group-norm influence
reference group
self-brand connection
self-construal
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Summary:This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention were compared between these nations, and were also compared between consumers with independent self-construal and those with interdependent self-construal. Results showed that self-based evaluation (self-brand connection) is a significant predictor of repurchase intention in independent self-construal cultures. In contrast, public-based evaluation (group-norm influenced brand evaluation) is a predictor of repurchase intention in interdependent self-construal cultures. The influence of self-construal on global branding is discussed.
ISSN:0896-1530
1528-7068
DOI:10.1080/08961530.2018.1428920