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      One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes

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          Abstract

          Introduction

          It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers’ quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand.

          Methods

          Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds.

          Results

          Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal.

          Discussion

          This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.

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          Most cited references94

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          Culture and the self: Implications for cognition, emotion, and motivation.

          Psychological Review, 98(2), 224-253
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            Possessions and the Extended Self

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              DISTINGUISHING THE EFFECTS OF FUNCTIONAL AND DYSFUNCTIONAL CONFLICT ON STRATEGIC DECISION MAKING: RESOLVING A PARADOX FOR TOP MANAGEMENT TEAMS.

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                Author and article information

                Contributors
                URI : https://loop.frontiersin.org/people/1076278/overviewRole: Role: Role: Role:
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                URI : https://loop.frontiersin.org/people/2563060/overviewRole: Role: Role: Role: Role: Role: Role: Role:
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                Journal
                Front Psychol
                Front Psychol
                Front. Psychol.
                Frontiers in Psychology
                Frontiers Media S.A.
                1664-1078
                02 February 2024
                2024
                : 15
                : 1328281
                Affiliations
                [1] 1School of Business, Guangxi University , Nanning, Guangxi, China
                [2] 2China-Asean Institute of Financial Cooperation, Guangxi University, Nanning , Guangxi, China
                [3] 3Business School, Central South University, Changsha , Hunan, China
                Author notes

                Edited by: Dan-Cristian Dabija, Babeș-Bolyai University, Romania

                Reviewed by: Cristina Bianca Pocol, University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, Romania

                Pompei Mititean, Bucharest Academy of Economic Studies, Romania

                *Correspondence: Yiwei Zhang, zyw3723@ 123456126.com
                Article
                10.3389/fpsyg.2024.1328281
                10870782
                1e7216f8-7bdf-4968-9242-2fb8ac2cbff1
                Copyright © 2024 Liang, Cai, Zhang, Yuan, Pan and Teng.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 26 October 2023
                : 08 January 2024
                Page count
                Figures: 7, Tables: 0, Equations: 0, References: 94, Pages: 13, Words: 10860
                Funding
                The author(s) declare financial support was received for the research, authorship, and/or publication of this article. National Natural Science Foundation of China (grant nos. 72162002 and 72232003); Guangxi Higher education undergraduate teaching reform project (grant no. 2021JGA120); National College Student Innovation and Entrepreneurship Training Program (202210593095; 202310593104); Key Research Base of Humanities and Social Sciences in Guangxi Universities and Guangxi Development Strategy Institute (grant no. 2023GDSIZD01); the Interdisciplinary Scientific Research Foundation of Applied Economics of GuangXi University (grant no. 2023JJJXB14); Henan Province Philosophy and Social Science Planning Project (2021BJJ110); Guangdong Province Philosophy and Social Science Planning Project (GD20CGL47), and National Social Science Fund Projects (21XMZ081).
                Categories
                Psychology
                Original Research
                Custom metadata
                Personality and Social Psychology

                Clinical Psychology & Psychiatry
                brand endorser,number of endorsers,self-construal,brand attitude,self-consistency

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