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interplay of culture and situational cues in consumers' brand evaluation

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. Furt...

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Bibliographic Details
Published in:International journal of consumer studies 2012-11, Vol.36 (6), p.696-701
Main Authors: Sung, Yongjun, Choi, Sejung Marina, Lin, Jhih‐Syuan
Format: Article
Language:English
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Summary: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.
ISSN:1470-6423
1470-6431
DOI:10.1111/j.1470-6431.2011.01047.x