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

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. Copyright © 2011 John Wiley & Sons, Ltd.