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首页> 外文期刊>Journal of Business Research >How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west
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How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west

机译：独立性和相互依赖性如何缓解自我一致性对品牌态度的影响：东西方研究

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摘要

Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate the SC effect? This study contributes to SC theory by developing hypotheses on the validity of the four SC effects across east and west and by studying the moderating impact of the individual level cultural variable self-construals on those four effects. This study tests its hypotheses through a survey of over 1600 consumers in an Eastern (India) and a Western (USA) country. Results show that the overall actual SC effect holds across east and west, while the ideal SC effect holds across contexts yet only for consumers with an independent self-construal. Meanwhile, the social SC effect holds in the Eastern but not in the Western context, while the ideal social SC effect does not hold in either context. Results further show a moderating effect of individual level culture on the SC effect, as the actual SC effect is stronger for interdependent consumers whereas the ideal SC effect is stronger for independent consumers across contexts. Finally, the findings of this study are used to advance managerial implications and to propose a refinement of SC theory.
机译：尽管有大量的自我一致性（SC）研究（请参阅Aguirre-Rodriguez，Bosnjak和Sirgy，2012年），但仍有两个重要问题：第一，SC效应是否适用于西方国家以外。第二，个人层面的文化是否缓和了SC效应？这项研究通过建立关于东西方四个SC效应的有效性的假设，并研究了个体层面的文化变量自我建构对这四个效应的调节作用，为SC理论做出了贡献。本研究通过对东部（印度）和西部（美国）国家的1600多名消费者进行的调查来检验其假设。结果表明，总体实际SC效应在东西方均有效，而理想SC效应在不同背景下均有效，但仅对具有独立自我建构的消费者有效。同时，社会SC效应在东方而不是西方存在，而理想的社会SC效应在这两种情况下都不成立。结果进一步显示了个体水平文化对SC效应的调节作用，因为在相互依赖的消费者中，实际的SC效应更强，而对于独立的消费者，理想的SC效应在上下文中更强。最后，本研究的结果被用于推进管理意义并提出对SC理论的改进。

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