DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Hyun, Yong-Jin | - |
dc.contributor.advisor | 현용진 | - |
dc.contributor.author | Kim, Ji-Hern | - |
dc.contributor.author | 김지헌 | - |
dc.date.accessioned | 2011-12-27T04:22:06Z | - |
dc.date.available | 2011-12-27T04:22:06Z | - |
dc.date.issued | 2011 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=466287&flag=dissertation | - |
dc.identifier.uri | http://hdl.handle.net/10203/53541 | - |
dc.description | 학위논문(박사) - 한국과학기술원 : 경영공학과, 2011.2, [ v, 49 p. ] | - |
dc.description.abstract | 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. | eng |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | brand evaluation | - |
dc.subject | self-congruity | - |
dc.subject | self-construal | - |
dc.subject | product conspicuousness | - |
dc.subject | 제품노출성 | - |
dc.subject | 브랜드평가 | - |
dc.subject | 자아일치성 | - |
dc.subject | 자아관점 | - |
dc.title | Effects of four self-congruity dimensions on brand evaluation as moderated by self-construal | - |
dc.title.alternative | 자아일치성의 네 가지 차원이 브랜드 평가에 미치는 영향에 대한 자아관점의 조절효과에 관한 연구 | - |
dc.type | Thesis(Ph.D) | - |
dc.identifier.CNRN | 466287/325007 | - |
dc.description.department | 한국과학기술원 : 경영공학과, | - |
dc.identifier.uid | 020075266 | - |
dc.contributor.localauthor | Hyun, Yong-Jin | - |
dc.contributor.localauthor | 현용진 | - |
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