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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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Published in: | International journal of consumer studies 2012-11, Vol.36 (6), p.696-701 |
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Main Authors: | , , |
Format: | Article |
Language: | English |
Subjects: | |
Citations: | Items that this one cites Items that cite this one |
Online Access: | Get full text |
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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. |
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ISSN: | 1470-6423 1470-6431 |
DOI: | 10.1111/j.1470-6431.2011.01047.x |