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Title: The interplay of culture and situational cues in brand evaluations
Authors: 林芝璇
Sung, Yongjun
Choi, Sejung Marina
Lin, Jhih‐Syuan
Contributors: 廣告系
Date: 2012
Issue Date: 2018-03-21 17:35:08 (UTC+8)
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.
Relation: International Journal of Consumer Studies, Vol.36, No.6, pp.696-701
Data Type: article
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Appears in Collections:[廣告學系] 期刊論文

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