Wang, Weisha; Chen, Cheng-Hao Steve; Bang, Nguyen; … - In: International Marketing Review 37 (2020) 6, pp. 1155-1180
Purpose: With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates...