Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors
Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors
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DOI：
10.1207/s15327663jcp1504_8
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发表时间：
2005
影响因子：
4.8
通讯作者：
Yongjun Sung;Spencer F. Tinkham
中科院分区：
文献类型：
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作者：
Yongjun Sung;Spencer F. Tinkham
商业品牌的象征意义（通常称为品牌个性）可以代表一种文化的价值观和信仰。当一组全球品牌在美国和韩国被评为相同的个性属性时，观察到品牌个性的6个共同维度和每个文化特有的2个因素。韩国的两个文化特定因素（被动的亲和力和优越感）支持我们的一般假设，韩国品牌个性结构具有文化意义，反映了儒家价值观在韩国的社会和经济体系中的重要性。虽然他们的文化意义不太清楚，但在美国样本中出现的两个独特因素（白色领和双性化）表明与职业地位和性别角色相关的文化价值观正在发生变化。
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.