The interplay of culture and situational cues in consumers' brand evaluation

Yongjun Sung, Sejung Marina Choi, Jhih Syuan Lin

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)696-701
Number of pages6
JournalInternational Journal of Consumer Studies
Issue number6
Publication statusPublished - 2012 Nov
Externally publishedYes


  • Brand personality
  • Culture
  • Individualism-collectivism
  • Korea
  • Social situation

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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