The effect of usage situation on Korean consumers' brand evaluation: The moderating role of self-monitoring

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

The objective of this research is to test the theoretical conceptualizations of the self - the malleable self-concept - by examining the interplay of brand personality and social situation in determining brand preference and evaluation. This research also aims to assess the moderating influence of self-monitoring in the relationship. Two experimental studies were conducted in Korea. Findings suggest that the congruency of brand personality traits and social situations leads to a more positive brand attitude. This research also supported theory-based interactions in which situation congruity was enhanced for high versus low self-monitors.

Original languageEnglish
Pages (from-to)31-40
Number of pages10
JournalJournal of Consumer Behaviour
Volume10
Issue number1
DOIs
Publication statusPublished - 2011 Jan
Externally publishedYes

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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