| dc.contributor | 廣告系 | zh_Tw |
| dc.creator (作者) | 林芝璇 | zh_TW |
| dc.creator (作者) | Sung, Yongjun | en_US |
| dc.creator (作者) | Choi, Sejung Marina | en_US |
| dc.creator (作者) | Lin, Jhih‐Syuan | en_US |
| dc.date (日期) | 2012 | en_US |
| dc.date.accessioned | 21-Mar-2018 17:35:08 (UTC+8) | - |
| dc.date.available | 21-Mar-2018 17:35:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 21-Mar-2018 17:35:08 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/116408 | - |
| dc.description.abstract (摘要) | 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. | en_US |
| dc.format.extent | 112 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | International Journal of Consumer Studies, Vol.36, No.6, pp.696-701 | |
| dc.title (題名) | The interplay of culture and situational cues in brand evaluations | zh_TW |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1111/j.1470-6431.2011.01047.x | |
| dc.doi.uri (DOI) | https://doi.org/10.1111/j.1470-6431.2011.01047.x | |
