The interplay of culture and situational cues in consumers' brand evaluation
- Authors
- Sung, Yongjun; Choi, Sejung Marina; Lin, Jhih-Syuan
- Issue Date
- 11월-2012
- Publisher
- WILEY-BLACKWELL
- Keywords
- Social situation; culture; individualism-collectivism; brand personality; Korea
- Citation
- INTERNATIONAL JOURNAL OF CONSUMER STUDIES, v.36, no.6, pp.696 - 701
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF CONSUMER STUDIES
- Volume
- 36
- Number
- 6
- Start Page
- 696
- End Page
- 701
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/107067
- DOI
- 10.1111/j.1470-6431.2011.01047.x
- ISSN
- 1470-6423
- Abstract
- This research examines the effects of situational cues in consumers' brand evaluation; more importantly, this relationship is explored across the US and Korean cultures. The findings suggest that consumers prefer brands with personality traits that are congruent with the social situations. Furthermore, as predicted, this brand-situation congruity, for which brand preference increases when the social situational cues are congruent vs. incongruent with the brand personality, is stronger among Korean vs. American subjects.
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Collections - School of Psychology > School of Psychology > 1. Journal Articles
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