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

Yongjun Sung; Sejung Marina Choi; Jhih Syuan Lin

doi:10.1111/j.1470-6431.2011.01047.x

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

Yongjun Sung, Sejung Marina Choi, Jhih Syuan Lin

Research output: Contribution to journal › Article › peer-review

11 Citations (Scopus)

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.

Original language	English
Pages (from-to)	696-701
Number of pages	6
Journal	International Journal of Consumer Studies
Volume	36
Issue number	6
DOIs	https://doi.org/10.1111/j.1470-6431.2011.01047.x
Publication status	Published - 2012 Nov
Externally published	Yes

Keywords

Brand personality
Culture
Individualism-collectivism
Korea
Social situation

ASJC Scopus subject areas

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1111/j.1470-6431.2011.01047.x

Cite this

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AB - 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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KW - Social situation

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

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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