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| The Impact of Brand Personality on the Contagion Effect of Cross-Border Retailing Brand |
| HU Guimei，WANG Haizhong，SHEN Manqiong，YE yan |
| Sun Yat-sen University, Guangzhou, China |
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Abstract Based on contagion theory, this study tries to interpret the potential psychological mechanism of cross-border purchases, and verifies the moderate role of brand personality and national stereotypes. Via three consumer-based experiments, the results robustly show that the brand contagion effect of cross-border retailing indeed exists，and the brand essence in different international markets dilutes as the distance far from original country of brand. Besides this effect is moderated by brand personality, that is, compared with sincere brands, exciting brands are more contagious, especially in those international markets where national stereotype is not congruent with the brand personality and higher quality evaluation is perceived. Whereas for sincere brands, whose brand essence can only be better transferred and be valued more in the markets with similar national stereotype as brand personality. These results provide a new direction for the theoretical and practical application of international marketspace choice and different international marketing strategy.
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Received: 04 January 2018
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