• The Influence of Mating Mind-Sets on Self-Complexity, Co-Brand Fit, and Androgynous Co-Brand Evaluation

Abstract

This study applies the concept of the mating mind-sets to the field of an androgynous co-brand, and attempts to　examine the relationships among the mating mind-sets, self-complexity, co-brand fit, and androgynous co-brand　evaluation. Besides, this study also attempts to examine as to whether the mating mind-sets moderate the effect of gender on an androgynous co-brand evaluation. This study adopts an experimental design to collect data and to examine the proposed hypotheses, as 290 recruited subjects are randomly distributed to any one of both the mating　mind-sets and the non-mating mind-sets situation. This result shows that (1) Mating mind-sets, self-complexity, and co-brand fit positively influence the androgynous co-brand evaluation. (2) Mating mind-sets positively influence　both the self-complexity and the co-brand fit, respectively. (3) Mating mind-sets moderates the effect of gender on an androgynous co-brand evaluation.

Keywords: Mating Mind-Sets, Self-Complexity, Co-Brand Fit, Androgynous Co-Brand Evaluation