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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116408
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116408

    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
    DOI 連結: https://doi.org/10.1111/j.1470-6431.2011.01047.x
    DOI: 10.1111/j.1470-6431.2011.01047.x
    Appears in Collections:[廣告學系] 期刊論文

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