IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v77y2017icp195-202.html
   My bibliography  Save this article

“Seeing is being”: Consumer culture and the positioning of premium cars in China

Author

Listed:
  • Bartikowski, Boris
  • Cleveland, Mark

Abstract

Researchers recognize the indispensable role of inwardly vs. outwardly-focused social identities as predictors of consumers' attitudes toward local vs. global brand positioning. Extant studies typically report symmetric assimilative identity effects, meaning that consumers high on national/ethnic identity favor brands with a local (vs. global) consumer culture positioning, and vice-versa for consumers high on an outward (e.g., cosmopolitan) identity disposition. Such identity outcomes may not be generalizable, but rather, be affected by the specific consumption context as well as the individual trait of consumer need for uniqueness (NFU). Focusing on the Chinese premium car market, our experimental study consistently supported assimilative effects for the role played by ethnic identity. For cosmopolitanism however, such effects only held for low NFU consumers, whereas contrastive identity effects emerged for high NFU consumers. These results challenge some findings reported in the literature. Implications of these asymmetric identity effects for marketing theory and practice are discussed.

Suggested Citation

  • Bartikowski, Boris & Cleveland, Mark, 2017. "“Seeing is being”: Consumer culture and the positioning of premium cars in China," Journal of Business Research, Elsevier, vol. 77(C), pages 195-202.
  • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:195-202
    DOI: 10.1016/j.jbusres.2016.12.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316306853
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Oxford University Press, vol. 32(3), pages 378-389, December.
    2. Yinlong Zhang & Adwait Khare, 2009. "The Impact of Accessible Identities on the Evaluation of Global versus Local Products," Journal of Consumer Research, Oxford University Press, vol. 36(3), pages 524-537.
    3. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 50-66, June.
    4. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 139-168, September.
    5. Cindy Chan & Jonah Berger & Leaf Van Boven, 2012. "Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice," Journal of Consumer Research, Oxford University Press, vol. 39(3), pages 561-573.
    6. Riefler, Petra & Diamantopoulos, Adamantios, 2009. "Consumer cosmopolitanism: Review and replication of the CYMYC scale," Journal of Business Research, Elsevier, vol. 62(4), pages 407-419, April.
    7. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    8. Petra Riefler & Adamantios Diamantopoulos & Judy A Siguaw, 2012. "Cosmopolitan consumers as a target group for segmentation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 285-305, April.
    9. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Oxford University Press, vol. 8(2), pages 197-207, September.
    10. Song Yang & Bruce Stening, 2012. "Cultural and Ideological Roots of Materialism in China," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 108(3), pages 441-452, September.
    11. Bartsch, Fabian & Diamantopoulos, Adamantios & Paparoidamis, Nicholas G. & Chumpitaz, Ruben, 2016. "Global brand ownership: The mediating roles of consumer attitudes and brand identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3629-3635.
    12. Cleveland, Mark & Erdogan, Seçil & ArIkan, Gülay & Poyraz, Tugça, 2011. "Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study," Journal of Business Research, Elsevier, vol. 64(9), pages 934-943, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gineikiene, Justina & Schlegelmilch, Bodo B. & Auruskeviciene, Vilte, 2017. "“Ours” or “theirs”? Psychological ownership and domestic products preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 93-103.
    2. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    3. Byun, Kyung-Ah (Kay) & Jones, Robert Paul & Wooldridge, Barbara Ross, 2018. "It is not always about brand: Design-driven consumers and their self-expression," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 296-303.
    4. Bartikowski, Boris & Walsh, Gianfranco, 2015. "Attitude toward cultural diversity: A test of identity-related antecedents and purchasing consequences," Journal of Business Research, Elsevier, vol. 68(3), pages 526-533.
    5. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    6. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    7. Kauppinen-Räisänen, Hannele & Björk, Peter & Lönnström, Alexandra & Jauffret, Marie-Nathalie, 2018. "How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper," Journal of Business Research, Elsevier, vol. 84(C), pages 72-81.
    8. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    9. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    10. Yi Xie & Siqing Peng & Daniel P. Hampson, 0. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-17.
    11. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    12. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    13. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
    14. Dose, David & Walsh, Gianfranco & Ruvio, Ayalla & Segev, Sigal, 2018. "Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany," Journal of Business Research, Elsevier, vol. 82(C), pages 281-289.
    15. Eunjin (Anna) Kim & S. Ratneshwar & Erin Roesler & Tilottama Ghosh Chowdhury, 2016. "Attention to social comparison information and brand avoidance behaviors," Marketing Letters, Springer, vol. 27(2), pages 259-271, June.
    16. Yixing Lisa Gao & Anna S. Mattila, 2016. "The Impact of Option Popularity, Social Inclusion/Exclusion, and Self-affirmation on Consumers’ Propensity to Choose Green Hotels," Journal of Business Ethics, Springer, vol. 136(3), pages 575-585, July.
    17. Jones, Robert & Kim, Youn-Kyung, 2011. "Single-brand retailers: Building brand loyalty in the off-line environment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 333-340.
    18. Galalae, Cristina & Kipnis, Eva & Demangeot, Catherine, 2020. "Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 160-173.
    19. Sandra Awanis & Bodo B Schlegelmilch & Charles Chi Cui, 2017. "Asia’s materialists: Reconciling collectivism and materialism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 964-991, October.
    20. Chan, Wing Yin & To, Chester K.M. & Chu, Wai Ching, 2015. "Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 1-10.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:195-202. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nithya Sathishkumar). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.