Self Brand
Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self-branding describes the process in which consumers match their own self-concept with the images of a certain brand.
People engaged in consumption do not merely buy certain products to satisfy basic needs. In fact, consumer buying habits are at a much deeper level. Owning a certain brand can help consumers to express and build their own self-concept. Specifically, consumers will often only purchase certain trademarks when he/she finds a match between the brand image (communicated through advertisement, design of retail shop, or even package design) and his/her own self-concept. Thereby, the value of a brand also depends of its ability to help consumer to build and create self-concept.
Read more about Self Brand: Constructing A Self-concept, Development of Self-brand Concepts, Reference Group, Use of Self-brand
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