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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. [ABSTRACT FROM AUTHOR]

The objective of this research is to test the theoretical conceptualizations of the self - the malleable self-concept - by examining the interplay of brand personality and social situation in determining brand preference and evaluation. This research also aims to assess the moderating influence of self-monitoring in the relationship. Two experimental studies were conducted in Korea. Findings suggest that the congruency of brand personality traits and social situations leads to a more positive brand attitude. This research also supported theory-based interactions in which situation congruity was enhanced for high versus low self-monitors. Copyright © 2011 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

Brand-personality management is a critical part of a company's marketing program in today's global market. Despite the importance of brand personality in academia and practice, prior research has been limited in scope and has mainly focused on its structures and scales. Given its great potential usability for marketers and brand managers, the current study investigates the determinant roles of brand personality on Korean consumers' brand evaluations. This study conceptualizes and investigates the impact of brand personality on brand trust, brand affect, and brand loyalty. The overall findings indicate that different brand-personality dimensions influence brand trust and brand affect in different ways, which in turn increase the level of brand loyalty. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

The article reflects on the impact of brand personality on brand trust, brand affect and brand loyalty in Korea. It investigates the effect of sophistication and ruggedness dimensions and sincerity and competence brand-personality dimensions on brand trust and brand affect. It further investigates the research done on the potential utility of brand personality for international marketers by researchers including Yongjun Sung, Jooyoung Kim, and Jong-Hyuok Jung.