Brand-Situation Congruity: The Roles of Self-Construal and Brand Commitment
DC Field | Value | Language |
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dc.contributor.author | Sung, Yongjun | - |
dc.contributor.author | Choi, Sejung Marina | - |
dc.contributor.author | Tinkham, Spencer F. | - |
dc.date.accessioned | 2021-09-06T12:35:28Z | - |
dc.date.available | 2021-09-06T12:35:28Z | - |
dc.date.created | 2021-06-14 | - |
dc.date.issued | 2012-12 | - |
dc.identifier.issn | 0742-6046 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/106809 | - |
dc.description.abstract | The present research examines the moderating roles of self-construal and brand commitment in brand-situation congruity effects in persuasion. Self-construal refers to how individuals perceive themselves in the context of relationships with others (Singelis, 1994). Individuals with independent self-construal, who emphasize autonomy and assertiveness, value consistency regardless of social contexts, whereas people with interdependent self-construal value their relationships with others and adapt with flexibility to social situations. Commitment is a psychological state that globally represents the experience of dependence on a relationship and denotes a long-term orientation, including a feeling of attachment to a relational partner and a desire to maintain a relationship (Rusbult, 1983). In the same vein, brand commitment refers to emotional or psychological attachment to and dependence on a brand (Beatty & Kahle, 1988x). Experiment 1 demonstrated that brand-situation congruity, for which brand preference increases when the brand personality is congruent (vs. incongruent) with social situational cues, was stronger for interdependent (vs. independent) self-construal individuals. Experiment 2 provided further support for the moderating role of self-construal, when primed, in situation congruity effects as well as evidence for another moderator, brand commitment. That is, the moderating effect of self-construal on brand-situation congruity was stronger when consumers held weak (vs. strong) commitment to the target brand. (C) 2012 Wiley Periodicals, Inc. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | WILEY-BLACKWELL | - |
dc.subject | DECISION-MAKING | - |
dc.subject | CULTURE | - |
dc.subject | CONSISTENCY | - |
dc.subject | PERSUASION | - |
dc.subject | COGNITION | - |
dc.subject | IMAGE | - |
dc.subject | ASSOCIATIONS | - |
dc.subject | PERSONALITY | - |
dc.subject | CONGRUENCE | - |
dc.subject | PLEASURES | - |
dc.title | Brand-Situation Congruity: The Roles of Self-Construal and Brand Commitment | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Sung, Yongjun | - |
dc.contributor.affiliatedAuthor | Choi, Sejung Marina | - |
dc.identifier.doi | 10.1002/mar.20576 | - |
dc.identifier.scopusid | 2-s2.0-84869014780 | - |
dc.identifier.wosid | 000310978400003 | - |
dc.identifier.bibliographicCitation | PSYCHOLOGY & MARKETING, v.29, no.12, pp.941 - 955 | - |
dc.relation.isPartOf | PSYCHOLOGY & MARKETING | - |
dc.citation.title | PSYCHOLOGY & MARKETING | - |
dc.citation.volume | 29 | - |
dc.citation.number | 12 | - |
dc.citation.startPage | 941 | - |
dc.citation.endPage | 955 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalResearchArea | Psychology | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Psychology, Applied | - |
dc.subject.keywordPlus | DECISION-MAKING | - |
dc.subject.keywordPlus | CULTURE | - |
dc.subject.keywordPlus | CONSISTENCY | - |
dc.subject.keywordPlus | PERSUASION | - |
dc.subject.keywordPlus | COGNITION | - |
dc.subject.keywordPlus | IMAGE | - |
dc.subject.keywordPlus | ASSOCIATIONS | - |
dc.subject.keywordPlus | PERSONALITY | - |
dc.subject.keywordPlus | CONGRUENCE | - |
dc.subject.keywordPlus | PLEASURES | - |
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