Brand personality structures in the United States and Korea

Common and culture-specific factors

Youngjun Sung, Spencer F. Tinkham

Research output: Contribution to journalArticle

182 Citations (Scopus)

Abstract

The symbolic meaning of commercial brands (often called brand personality) can represent the values and beliefs of a culture. When a set of global brands were rated on the same personality attributes in the United States and Korea, 6 common dimensions of brand personality and 2 factors unique to each culture were observed. The 2 culture-specific factors in Korea (Passive Likeableness and Ascendancy) support our general hypothesis that Korean brand personality structure carries cultural meaning, reflecting the importance of Confucian values in Korea's social and economic systems. Although their cultural meaning is less clear, the 2 unique factors (White Collar and Androgyny) that emerged in the U.S. sample suggest changing cultural values associated with occupational status and gender roles.

Original languageEnglish
Pages (from-to)334-350
Number of pages17
JournalJournal of Consumer Psychology
Volume15
Issue number4
DOIs
Publication statusPublished - 2005 Jan 1
Externally publishedYes

Fingerprint

Korea
Personality
Economics
Brand personality
Specific factors
Factors

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Brand personality structures in the United States and Korea : Common and culture-specific factors. / Sung, Youngjun; Tinkham, Spencer F.

In: Journal of Consumer Psychology, Vol. 15, No. 4, 01.01.2005, p. 334-350.

Research output: Contribution to journalArticle

@article{7018c3bb2ef947ebb733ff4c8c92bb2d,
title = "Brand personality structures in the United States and Korea: Common and culture-specific factors",
abstract = "The symbolic meaning of commercial brands (often called brand personality) can represent the values and beliefs of a culture. When a set of global brands were rated on the same personality attributes in the United States and Korea, 6 common dimensions of brand personality and 2 factors unique to each culture were observed. The 2 culture-specific factors in Korea (Passive Likeableness and Ascendancy) support our general hypothesis that Korean brand personality structure carries cultural meaning, reflecting the importance of Confucian values in Korea's social and economic systems. Although their cultural meaning is less clear, the 2 unique factors (White Collar and Androgyny) that emerged in the U.S. sample suggest changing cultural values associated with occupational status and gender roles.",
author = "Youngjun Sung and Tinkham, {Spencer F.}",
year = "2005",
month = "1",
day = "1",
doi = "10.1207/s15327663jcp1504_8",
language = "English",
volume = "15",
pages = "334--350",
journal = "Journal of Consumer Psychology",
issn = "1057-7408",
publisher = "Elsevier Inc.",
number = "4",

}

TY - JOUR

T1 - Brand personality structures in the United States and Korea

T2 - Common and culture-specific factors

AU - Sung, Youngjun

AU - Tinkham, Spencer F.

PY - 2005/1/1

Y1 - 2005/1/1

N2 - The symbolic meaning of commercial brands (often called brand personality) can represent the values and beliefs of a culture. When a set of global brands were rated on the same personality attributes in the United States and Korea, 6 common dimensions of brand personality and 2 factors unique to each culture were observed. The 2 culture-specific factors in Korea (Passive Likeableness and Ascendancy) support our general hypothesis that Korean brand personality structure carries cultural meaning, reflecting the importance of Confucian values in Korea's social and economic systems. Although their cultural meaning is less clear, the 2 unique factors (White Collar and Androgyny) that emerged in the U.S. sample suggest changing cultural values associated with occupational status and gender roles.

AB - The symbolic meaning of commercial brands (often called brand personality) can represent the values and beliefs of a culture. When a set of global brands were rated on the same personality attributes in the United States and Korea, 6 common dimensions of brand personality and 2 factors unique to each culture were observed. The 2 culture-specific factors in Korea (Passive Likeableness and Ascendancy) support our general hypothesis that Korean brand personality structure carries cultural meaning, reflecting the importance of Confucian values in Korea's social and economic systems. Although their cultural meaning is less clear, the 2 unique factors (White Collar and Androgyny) that emerged in the U.S. sample suggest changing cultural values associated with occupational status and gender roles.

UR - http://www.scopus.com/inward/record.url?scp=30544439106&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=30544439106&partnerID=8YFLogxK

U2 - 10.1207/s15327663jcp1504_8

DO - 10.1207/s15327663jcp1504_8

M3 - Article

VL - 15

SP - 334

EP - 350

JO - Journal of Consumer Psychology

JF - Journal of Consumer Psychology

SN - 1057-7408

IS - 4

ER -