Self-concept as a significant determinant of brand choice and consumer buying behaviour

Abstract

The need to predict consumer behavior outcomes is considered to be a very important issue for marketers. Today, one of the most popular psychological constructs in social sciences and marketing is the self-concept, as the total sum of ideas, thoughts and feelings through which individual can describe themselves in regards to other individuals in socially determined environment. The importance of self-concept in predicting consumer behavior and choice of brands has been recognized by many researchers. People tend to maintain and reinforce their self-concept by consumption of brands that have an image and personality in accordance to their own self-concept. Many studies have confirmed that high level of congruency between brand image/personality and consumer self-concept have positive influence on brand attitudes, preferences, evaluation of brands, buying intentions, satisfaction and brand loyalty. In this study, we have researched how has self-concept, as a psychological construct, gained in importance in the field of marketing research and practice. The concept is analyzed simultaneously as a psychological and marketing construct. By presenting literature review, we have also analysed the consequences of congruence between brand image/brand personality and consumer self-concept on consumer behavior and choice of brands. We have also pointed out the significance and references connected with the use of this concept for practical purposes in the realm of brand management. .

Keywords

• self-concept
• brand image
• brand personality
• self-congruity
• consumer behavior