Yupin Patara

“Certification cobrand strategy” is using a certification seal of approval or a certification brand with the primary brand on a product. A certification cobrand is permitted only when a third party certifies the product has met a specific standard after thorough testing. Drawing on signaling theory, this research is among the first to investigate how a certification cobrand influences consumers’ evaluations of the product’s quality and their willingness to buy. This research extends the concept of cobranding to a common practice, certification, the effects of which have not received much previous research attention. A second extension to cobranding research is the integration of price to help explain the effects on consumer behavior. The differential effects of combining a certification cobrand with familiar and unfamiliar primary brands at different prices are examined.

This paper is aiming at finding the way to support Thai products/manufacturers when it is not ready to compete with other products from AEC countries by utilizing the concept of ethnocentrism and animosity as well as cultural collectivism as a protection against the influx of other countries. Previous study has shown that people with higher ethnocentrism will have less favorability towards foreign product when the product is unnecessary. While, country of origin may have influence towards necessary product, nevertheless, animosity can reduce the preference towards that necessary product that is highly value in terms of country of origin in other country.

Session Overview: This special session focuses on the role of fit in sponsorships and event marketing, from a consumer behavior perspective. Congruity theories are applicable to extent and to test in this area. Sometimes, conflicting results are due to fit concerns. So, three synergistic papers that capture the role of fit are included here.

This paper is aiming at finding the way to support Thai products/manufacturers when it is not ready to compete with other products from AEC countries by utilizing the concept of ethnocentrism and animosity as well as cultural collectivism as a protection against the influx of other countries. Previous study has shown that people with higher ethnocentrism will have less favorability towards foreign product when the product is unnecessary. While, country of origin may have influence towards necessary product, nevertheless, animosity can reduce the preference towards that necessary product that is highly value in terms of country of origin in other country.

“Certification cobrand strategy” is using a certification seal of approval or a certification brand with the primary brand on a product. A certification cobrand is permitted only when a third party certifies the product has met a specific standard after thorough testing. Drawing on signaling theory, this research is among the first to investigate how a certification cobrand influences consumers’ evaluations of the product’s quality and their willingness to buy. This research extends the concept of cobranding to a common practice, certification, the effects of which have not received much previous research attention. A second extension to cobranding research is the integration of price to help explain the effects on consumer behavior. The differential effects of combining a certification cobrand with familiar and unfamiliar primary brands at different prices are examined.

According to Kroeber and Kluckhohn (1952), culture consists of explicit and implicit patterns of historically derived and selected ideas, as well as their embodiments in institutions, practices and artifacts; cultural patterns, on the one hand, may be considered as products of action, and on the other, as conditioning elements for further action. Cultural psychologists believe that cultural content and its participating psyches are co-constructed and mutually constitute one another (Shweder, 1991). Recent works by various authors have supported these views and started to focus their analyses on the artifacts. Morling and Lamoreaux (2008) look at the tangible public representations of culture, such as advertising or popular text, as artifacts. The study found that these cultural artifacts reflect degrees of individualism and collectivism, which differ across Western and Eastern countries. In another study investigating contemporary cultural aesthetic preferences, Masuda et al. (2008)...