Consumption situations and the effects of brand image on consumers' brand evaluations

This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly moderate the relative effects of actual and ideal congruence on brand evaluations. Further, marketers can manage the effects of image congruence (between brand image and self‐image) by promoting varying consumption situations. Results from the second experiment demonstrate how a dynamic concept of situational ideal self‐image (the image consumers perceive as being ideal to project in a particular situation) is a better predictor of brand attitudes than are static concepts of self‐image such as actual and ideal self‐image. Developing effective brand images must be coupled with a consideration of the potential situations in which the product is to be consumed. © 1997 John Wiley & Sons, Inc.