Endogenous Congruence:Assessing Product into Brand by Enculturation Conformance across Culture
People assess business “offerings” in alignment with a given set of criteria established from their own perspective.The latter is accumulated as knowledge and experience conceptually referenced within a framework that is acquired through enculturation within a given context.The authors adopted this integrated approach to provide both deductive reasoning and modeling for the existence of a dyadic entanglement structure in brand assessment.This is an endogenous congruence process in which product information is assessed to become relevant brand in the mind of consumers by enculturation conformance,subject to contextual limitation and modification.We conducted studies on university students in China and the United States.Initial results justified the data to be further segmented by the local culture,rather than the national culture.Further results showed that people assess the authentic brand with a wide range of reasons.But they access the mimic primer in more consistent way of disapproval.We confirmed the dyadic brand structure vis-à-vis knowledge and experience does exist in assessment.We concluded that consumer assessment should be the function of being localculture determinant,per the nature of competitive offering,by a given geographic location,through the dyadic alignment process with knowledge and experience appropriately.
Consumer Behavior Product Competition Brand Congruence Enculturation Conformance
David W.Pan Frank H.K.Fu Margaret Young Jinxia Dong Xiaojing Zhou Xiaozan Wang Yuan Xue Linda Clarke Steve Greene Alan J.Pan
Texas Woman”s University,USA Hong Kong Baptist University,CHINA Peking University,CHINA Tsinghua University,CHINA East China Normal University,CHINA Shanghai Normal University,CHINA University of Florida,USA Oral Robert University,USA 0University of Amsterdam,Amsterdam,NETHERLANDS
国内会议
China Marketing International Conference 2017 (2017中国市场营销国际学术年会)
北京
英文
305-334
2017-07-14（万方平台首次上网日期，不代表论文的发表时间）