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The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism.

The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop relationships. The data comprises a web-based survey of customers in the USA and was analyzed using structural equation modeling.

Customer brand identification and peer identification are drivers of value co-creation among customers, which leads to favorable outcomes at the customer and brand levels. Customer brand identification drives customers to hate competing brands, which, in turn, motivates customers to exert social influence in favor of their brand and to hold additional repurchase intentions. Customer brand identification and peer identification play different roles in motivating customers to co-create value with their fellows and drive customers to feel hatred toward competing brands contingent on customer individualism.

Customer brand identification and peer identification play different roles in engaging customers in value co-creation with their peers and competing brands have with their rivals. Individualism self-construal holds a dual role when interacting with customer identification. The study fills multiple gaps in the literature by examining additional effects of customer brand identification and peer identification and exploring a relatively new dimension of the value co-creation process, as well as the role of customers in the competition between brands.

Brands need to view customers who identify with them as socially active customers capable of participating in value co-creation with other customers and engaging in the rivalry faced by the brands. Moreover, brands are required to build and nurture relationships that are based on social identification to encourage customer brand identification and peer identification which results in favorable customer and business outcomes.

This study examines the effects of two forms of customer identification on value co-creation between customers and competitor brand hate. In addition, it identifies the dual moderating role of customer individualism on the effects of both social identification forms. The study fills multiple gaps in the literature by understanding new aspects of customer identification, value co-creation and brand hate.

Accumulating evidence suggests that individualism provides an atmosphere conducive to creative idea generation. However, research in both cross-cultural and social psychology suggests that individualism may reflect either independence or competition; a distinction that has been overlooked in research on group creativity. In this chapter, we highlight the distinction between these two constructs and develop a series of testable propositions that help distinguish their unique effects on the creative process. In doing so, we uncover several theoretical insights, including the possibility that independence and competition (a) are theoretically and empirically distinct, (b) have differential effects on idea generation, (c) have similar effects on idea selection but through different mechanisms, and (d) may interact to stimulate group creativity. We conclude by suggesting methodological approaches to disentangling these constructs in future research.

This paper aims to explore the relationships between self-construals, religious identification, and conflict styles in India.

Data were gathered in India (n=1,108) among Hindus (n=744) and Muslims (n=364) in various organizations throughout India. Conflict styles were measured using Oetzel's conflict style measure. Self-construal was measured using Singelis' self-construal measure. Pearson correlations and multiple regressions were conducted.

Correlation analysis showed significant negative correlation between the independent and interdependent self-construal. Multiple hierarchical regression modeling demonstrated significant interactions between religious identification, self-construal, and conflict style. Hindus are more likely to dominate in conflict situations, while Muslims are more likely to avoid conflict and prefer more group-oriented conflict styles.

Self-report measure is a possible limitation and the sample is religiously homogeneous.

The results of this study could assist community organizers and others who work in conflict mediation resolve conflict among religious groups.

Few studies have examined conflict styles in India and this study employs a macro and micro-level approach to the study of conflict.

This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies.

A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.

When encountering sizing discrepancies, the authors find that consumers with an interdependent self-construal have lower purchase intentions than those with an independent self-construal. The authors demonstrate that an emotional communication strategy is more effective for consumers with an interdependent self-construal, whereas an informational communication strategy is more effective for consumers with an independent self-construal.

With the lack of a universal sizing system, consumers often struggle to find clothes that fit as expected. However, extant research has not explored cross-cultural differences in how consumers respond to sizing discrepancies and how managers can reduce any potential negative effects.

In this meta-analysis, the authors investigate the relationship between self-construal and conflict management strategies and shed light on the inconsistent findings in the literature. Moreover, they examine the mediating role of face concerns in this relationship. Importantly, the present meta-analysis is the first to test the assumptions of face-negotiation theory with the meta-analytic structural equation modeling (MASEM), which enabled the authors to test the hypothesized relationships in one single model.

The authors used the method of MASEM to test the relationship between self-construal and conflict management and assess the mediating role of face concerns. In this regard, the authors employed one-stage meta-analytic structural equation modeling to perform MASEM and its moderators.

Two hundred fifty-four effect sizes based on thirty-three studies were pooled in this meta-analysis. The authors found that individuals with stronger independent self-construal and stronger self-face concerns were more likely to use forcing. Moreover, the relationship between independent self-construal and forcing was mediated by self-face concerns. Individuals with a stronger interdependent self-construal and individuals with stronger other-face concerns were more likely to use problem-solving and yielding. The relationship between interdependent self-construal and problem-solving and yielding was mediated by other-face concerns. Finally, interdependent self-construal also had an indirect effect, via other-face concern, on avoiding and compromising.

The present meta-analysis is the first effort that the authors are aware of to test the assumptions of face-negotiation theory (FNT) using MASEM method. The authors used one-stage meta-analytic structural equation modeling viewed as the state of the methods to perform MASEM and its moderators. They employed full information meta-analytic structural equation modeling to show the generalizability and heterogeneity of structural equation modeling parameters. They applied studentized deleted residuals to assess outlier analysis and also conducted different methods to perform MASEM to check the robustness of the findings resulted. Finally, the current study adds multiple methods of assessing for publication bias.

The purpose of this paper is to explore the mediating role of psychological empowerment and the moderating role of self-construal (independent and interdependent) on the relationship between transformational leadership and employees’ innovative work behavior (IWB).

A total of 639 followers and 87 leaders filled out questionnaires from cross-industry sample of five most innovative companies of China. Structural equation modeling was used to analyze the relations.

Results revealed that psychological empowerment mediated the relationship between transformational leadership and IWB. The research established that transformational leadership positively influences IWB which includes idea generation as well as idea implementation. The results also showed that the relationship between transformational leadership and IWB was stronger among employees with a higher interdependent self-construal and a lower independent self-construal.

This study adds to IWB literature by empirically testing the moderating role of self-construal and the mediating role of psychological empowerment on transformational leadership-IWB link.

Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness.

Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated.

The results indicate that a person’s self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian.

Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences.

This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.

This paper aims to adopt the perspectives of cognition and emotions to investigate whether the interdependent self-construal of consumers in a Chinese collectivist culture, along with empathy and moral identity, evokes direct and indirect responses to corporate cause-related marketing (CRM).

A total of 901 valid questionnaires were retrieved, and PROCESS macro for SPSS was used to test the multiple mediation and serial mediation hypotheses. The structural equation modeling was also used to confirm the results.

The empirical results showed that consumer self-construal exerts a positive influence on consumer responses to corporate CRM through empathy. The results also suggest that CRM events provoke empathetic responses in consumers and trigger their moral identity, which in turn affects their evaluations on CRM corporations and their purchase intentions for CRM goods.

The present study targeted the relatively affordable CRM events in convenience stores to investigate consumer responses; the results may not be applicable to CRM events in other industries. Besides that, as this study is focused on CRM activity, respondents may have more positive evaluation.

Corporations are advised to improve their corporate social responsibility (CSR) communication strategies. These should rely on factual, sincere, easy-to-understand and appropriate communication to trigger moral identity in consumers. Because empathy is regarded as the core of human moral and emotional systems, corporations are advised to associate their charitable events with social emotions to strengthen consumer perceptions, enhance moral identity and promote prosocial behaviors.

This study verified the serial multiple mediating effect of empathy and moral identity in the relationship between consumer self-construal and responses to corporate CRM. Corporations are advised to improve their CSR communication strategies and public expression of moral actions to raise consumer empathy and moral identity, so as to improve consumer responses to CRM.

The aim of this paper is to examine the influence of group composition in cultural values on conflict management styles in groups.

A field study using data from 125 groups was conducted.

The results show that in groups where members feel they are equal and connected (horizontal collectivism) cooperation is better, and contending and avoiding conflict management styles are used less. When people view themselves as unequal and independent (vertical individualism (VI)) the avoiding style of conflict management is more frequently used. Within‐group similarity (low variety) in VI leads to more cooperation and less avoidant conflict management strategies as well as less third party interventions. High group variety in views of being unequal, but interconnected (vertical collectivism), as well as in the views of being equal but independent (horizontal individualism), leads to more cooperative conflict resolution strategy.

The results show that small and consistent within‐group differences in cultural values are beneficial (with the exception of VI) for cooperative strategies. By showing that group compositional configurations in cultural values (vertical/horizontal individualism and collectivism) impact on conflict management strategies, the study has important implications for team design.

The paper extends current research by conceptualizing cultural values (it considers the horizontal vs vertical orientation in individualism‐collectivism) as configural group properties and by testing the impact of specific team configurations in cultural values on conflict management strategies.

The current study aims to examine the extent to which donor religiosity and self‐construal encourage the development of donor‐perceived relationship quality and intention to give in the future. Donor‐perceived relationship quality is conceptualised as a higher‐order construct composed of trust, commitment, and satisfaction.

The study employed a personally administered structured questionnaire to collect data. A total of 227 completed questionnaires was analysed. Confirmatory factor analysis was employed to assess the measurement properties of the study constructs. Structural equation modelling using a full estimation approach was performed to test the proposed research model.

The study results indicate that religiosity and self‐construal are important contributors of relationship quality, while religiosity and relationship quality have a direct impact on intention toward future giving.

The study findings provide practitioners in the fundraising sector in the UK with useful insights on relationship fundraising. Relationship quality should be developed in the context of an integrated charity‐donor dyad, in order to enhance the likelihood of giving behaviour. Also, charities may find advantage in targeting religious and relationally interdependent self‐construal individuals. Replication of this research within other settings is needed to test the external validity of the present findings.

The main contribution of this study lies in that it investigates the impact of religiosity and self‐construal on perceived relationship quality in the charity‐donor context, which is largely unexplored in the extant literature.