Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors

By Yongjun Sung, Spencer F. Tinkham. 2005

420 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/6d713562a9b3440b0f792fdd8628a20173ef5285

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Ayşegül Özsomer
2. Xiao Tong
3. S. Sop
4. Björn Seven Ivens
5. Sung-Un Yang
6. Kristof De Wulf
7. Philipp A. Rauschnabel
8. Barry J. Babin

In Marketing

1. S. Sop
2. N. Kozak
3. Xiao Tong
4. Jin Su
5. Philipp A. Rauschnabel
6. Xuehua Wang
7. Zhilin Yang
8. Sung-Un Yang

In Social Psychology

1. Ayşegül Özsomer
2. Xiao Tong
3. José I. Rojas‐Méndez
4. Richard Rosenaum-Elliott
5. T. Loo
6. Jacques Savoy
7. Vince-Wayne Mitchell
8. Liang Tang

Citations in the corpus

• Self-congruity, brand attitude, and brand loyalty: a study on luxury brands (2012, background): “Numerous studies have suggested precautions in adopting the BP scale for different cultural contexts (e.g. Aaker et al., 2001; Sung and Tinkham, 2005).”
• Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, methodology): “Excitement, sincerity and competence dimensions were named in accordance with Aaker’s (1997) study, but androgyny, which means the brand is both feminine and masculine, was named by following Sung and Tinkham (2005) and Aksoy and Özsomer (2007).”
• Brand personality and brand equity: evidence from the sportswear industry (2015, positive): “However, Aaker’s BPS and most of the studies after Aaker (1997) measure brand personality on an aggregate level across multiple brands of different product categories (Aaker et al., 2001; Sung and Tinkham, 2005; Bosnjak et al., 2007; Milas and Mlačić, 2007; Geuens et al., 2009).”
• The effect of culture on perception and cognition: A conceptual framework (2014, background): “…account for variation in consumer reactions to several phenomena, including perceptions of advertising and brands (Pollay, Tse, & Wang, 1990; Sung & Tinkham, 2005), consumer evaluations of and reactions to service (Zhang, Beatty, & Walsh, 2008), utilitarian versus hedonic consumption (Lim &…”
• Brand Personality Factor Based Models: A Critical Review (2012, background): “Of particular interest is the work by Sung and Tinkham (2005), who compared BP in relation to perceptions of brands in the US and Korea, finding differences at the item and facet level, for both their Korean and US study, as well as different factors for Korea.”
• Algorithmic stemmers or morphological analysisq An evaluation (2009, background): “The studies addressed many different aspects of branding, ranging from cultural ( Sung & Tinkham, 2005 ), ethical ( Dean, 2005; Palazzo & Basu, 2007), jurisdictional (George, 2006), to social (Flavian & Guinaliu, 2005; Underwood, Bond, & Baer, 2001) aspects of branding.”
• Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation (2008, methodology): “The items were selected from previous studies, such as Chatman and Jehn (1994), Davies et al. (2004), and Sung and Tinkham (2005).”
• Cross-Cultural Consumer Behavior: A Review of Research Findings (2011, neutral): “Youths worldwide are not the same either.”
• Brand personality: theory and dimensionality (2018, background): “Both culturally specific (Aaker et al., 2001; Sung and Tinkham, 2005; Muniz and Marchetti, 2012) and entity-specific dimensions can exist (Ekinci and Hosany, 2006; Murphy et al., 2007).”
• Are Consumer and Brand Personalities the Same (2012, background): “…previous studies (e.g. Aaker, 1997; Aaker, 1997; Aaker et al., 2001; Caprara et al., 2001; d'Astous & Boujbel, 2007; d'Astous & Lévesque, 2003; Sung & Tinkham, 2005; Venable et al., 2005), the brand selection procedure asked the participants to rate the brand personality of their favorite…”
• Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility between values Matter? (2012, methodology): “…the Oldsmobile brand, with a traditional image of respectability and middleclass achievement (i.e., conservation concept) with newly emerging cultural concepts of sexiness and hipness (i.e., openness concept) using the “This is Not Your Father’s Oldsmobile” campaign (Thomas and Kohli 2009).”
• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “For example, Sung and Tinkham (2005) found that American and Korean consumers share similar personality perceptions of the same brands on five factors (sophistication, likeableness, trendiness, competence, ruggedness).”