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.[1][2][3] 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 on its ability to help consumer to build and create self-concept.[4]
- ^ Ball, A. Dwayne, and Tasaki, Lori H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 2, 155-172.
- ^ Kleine, Rober E, III, Kleine, Susan S., and Kernan, Jerome B. (1993). Mundane consumption and the self: A social-identity perspective. Journal of Consumer Psychology, 2, 209-236.
- ^ Richins, Marsha L. (1994), Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21, 504-521
- ^ McCracken, Grant.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321
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