 The effects of residential mobility on consumers’ preference for paradox brandsXia Jiang, Fengyi Deng, Defeng Yang and Qing Yao Journal of Retailing and Consumer Services, 2024, vol. 78, issue C Abstract: The present study investigates paradox brands, which incorporate contradictory brand meanings, and explores the influence of residential mobility on consumers’ evaluations of these brands from a socio-ecological perspective. This research presents three experimental studies conducted in two distinct markets: China and the United States. The findings reveal that consumers who experience residential mobility (vs. stability) are more likely to positively appraise paradox brands and prefer them over traditional brands without contradictions. This preference is attributed to a stronger dialectical self among consumers with greater residential mobility. Furthermore, a stronger dialectical self is associated with more positive evaluations and preferences for paradoxical brands. This study highlights the role of residential mobility in fostering paradoxical brands and emphasizes its significance in both residential mobility and brand development domains. Keywords: Brand evaluation; Residential mobility; Dialectical self (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000237 DOI: 10.1016/j.jretconser.2024.103727 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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