The influence of self-construal on self-brand congruity in the United States and Korea

Youngjun Sung, Sejung Marina Choi

Research output: Contribution to journalArticle

27 Citations (Scopus)


The present research extends the self-concept literature by examining the self-brand congruity hypothesis in two different cultures: the United States as an example of an individualistic culture and Korea as a collectivistic culture. The results of this research demonstrate that brands with distinct personality traits that are congruent with consumers' self-concepts are evaluated more positively than brands with incongruent personality traits across cultures. More important, the findings suggest that the self-brand congruity effects are more evident in the United States than in Korea, lending empirical evidence that self-consistency is less emphasized and salient in East Asian cultures than in Western cultures.

Original languageEnglish
Pages (from-to)151-166
Number of pages16
JournalJournal of Cross-Cultural Psychology
Issue number1
Publication statusPublished - 2012 Jan 1
Externally publishedYes



  • brand personality
  • self-brand congruity
  • self-construal

ASJC Scopus subject areas

  • Social Psychology
  • Cultural Studies
  • Anthropology

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