The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea  

Oleh:

Choi, Sejung Marina ; Sung, Yongjun

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Cross-Cultural Psychology (http://journals.sagepub.com/home/jcca) vol. 43 no. 1 (Jan. 2012), page 151-166.
Topik: Self-Brand Congruity; Brand Personality; Self-Construal
Fulltext: JCCP_43_01_151.pdf (297.66KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ86.27 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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 collectivist 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 in-congruent 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.

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