Abstract
The present research extends the self-concept literature by examining the self-brand congruity hypothesis in two different cultures: the United States as an example of an individualistic culture and Korea as a collectivistic culture. The results of this research demonstrate that brands with distinct personality traits that are congruent with consumers' self-concepts are evaluated more positively than brands with incongruent personality traits across cultures. More important, the findings suggest that the self-brand congruity effects are more evident in the United States than in Korea, lending empirical evidence that self-consistency is less emphasized and salient in East Asian cultures than in Western cultures.
Original language | English |
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Pages (from-to) | 151-166 |
Number of pages | 16 |
Journal | Journal of Cross-Cultural Psychology |
Volume | 43 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2012 Jan |
Externally published | Yes |
Keywords
- brand personality
- self-brand congruity
- self-construal
ASJC Scopus subject areas
- Social Psychology
- Cultural Studies
- Anthropology