Effects of four self-congruity dimensions on brand evaluation as moderated by self-construal = 자아일치성의 네 가지 차원이 브랜드 평가에 미치는 영향에 대한 자아관점의 조절효과에 관한 연구

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Self-construal as a cultural factor moderates the effects of four self-congruity dimensions (i.e., actual, ideal, social, and ideal social self-congruity) on brand evaluation. The four self-congruity effects are induced by corresponding four types of self-expression motives: self-consistency, self-esteem, social-consistency, and social-approval motives. Self-construal influences the self-congruity effects by determining the strength of self-expression motives. Individualists with dominant independent self-construal have self-consistency and self-esteem motives more than social-consistency and social-approval motives. The reverse is true for collectivists with dominant interdependent self-construal. Past research has mainly focused on the actual and ideal self-congruity effects because they have received stronger empirical support than the social and ideal social self-congruity effects. However, the findings of past research have been produced with samples from individualistic cultures. Present research shows that the social and ideal social self-congruity effects are stronger than the actual and ideal self-congruity effects for the samples in collectivistic cultures (Study 1 and 2). The underlying cause of the differences in the self-congruity effects is the difference in dominant self-construal across cultures (Study 3). Meanwhile, the cultural differences in the self-congruity effects disappear for inconspicuous products (i.e., privately consumed products) (Study 4). The directions for future research as well as the implications and limitations of present research are discussed.
Advisors
Hyun, Yong-Jinresearcher현용진researcher
Description
한국과학기술원 : 경영공학과,
Publisher
한국과학기술원
Issue Date
2011
Identifier
466287/325007  / 020075266
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 경영공학과, 2011.2, [ v, 49 p. ]

Keywords

brand evaluation; self-congruity; self-construal; product conspicuousness; 제품노출성; 브랜드평가; 자아일치성; 자아관점

URI
http://hdl.handle.net/10203/53541
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=466287&flag=dissertation
Appears in Collection
KGSM-Theses_Ph.D.(박사논문)
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