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• W2081893435 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. Copyright © 2011 John Wiley & Sons, Ltd." @default.
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• W2081893435 date "2011-01-01" @default.
• W2081893435 modified "2023-09-26" @default.
• W2081893435 title "The effect of usage situation on Korean consumers' brand evaluation: The moderating role of self-monitoring" @default.
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• W2081893435 doi "https://doi.org/10.1002/cb.344" @default.
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