The Effect of Self- and Public-Based Evaluations on Brand Purchasing: The Interplay of Independent and Interdependent Self-Construal

This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention were compared between these nations, and were also compared between consumers with independent self-construal and those with interdependent self-construal. Results showed that self-based evaluation (self-brand connection) is a significant predictor of repurchase intention in independent self-construal cultures. In contrast, public-based evaluation (group-norm influenced brand evaluation) is a predictor of repurchase intention in interdependent self-construal cultures. The influence of self-construal on global branding is discussed.