Brand Use and Consumer Identity - the Surface-Level and Deeper Relatio Literature review

Essays on Brand Use and Consumer Identity - the Surface-Level and Deeper Relationship between Consumer and the Brand Literature review The paper â€Å"Brand Use and Consumer Identity - the Surface-Level and Deeper Relationship between Consumer and the Brand" is a  fascinating example of a literature review on marketing. This paper tries to address the question: â€Å"Is it true to say that nowadays people choose their identities through their choice of the products and services they buy and consume?† In doing so, it first clarifies some basic concepts particularly the two key complex terminologies – brand use and consumer identity. Then, it goes on to show how brand use is connected to or tries to get linked to consumer identity. As this task is done, there is an exposition of (marketing) theories and research studies that recognize the link between consumer behavior and consumer personality and bank on this link for purposes of winning over new and retaining the already captured groups of consumers.At the outset, though, this paper recognizes that the task is never simple as it may seem to appear. For one, with it go the theoretical difficulties such as the proper delineation of the involved self of the consumer in the process of preferring a product or service. Will it be the ideal, actual, stereotypical, etc., self? (cf. Green, Maheshwari Rao 1969, pp. 343). Too, there is quite broad a range of variables that are involved in consumer behavior, such as purchase behavior, media choice, innovation, segmentation – to mention just a few. Likewise, consumer psychologists do use multiple variables drawn from psychology – e.g., the constructs of self-concept, self-actualization, self-image, etc. – to understand the issue of consumer personality and consumption behavior (Shank Langmeyer 1994).The personalities of the consumer and his brand(s) Insofar as psychology is concerned, the word â€Å"identity† is related to the concept of â€Å"self,† â€Å"self-concept,† â€Å"personality,† and â€Å"self-identity†. It refers to the generalized pattern of response or modes of coping with the world (Nakanishi 1972), and the totality of anyone’s psychological traits, characteristics, motives, habits, attitudes, beliefs, and outlooks.As a concept, it may have been given complex and often inconsistent meanings, but at least there are two more or less constant elements that are consistently ascribed to it – i.e., it is subjective and at the same time multi-faceted (Dittmar Halliwell 2008, pp. 8). It is subjective because it is how one sees, feels and thinks about oneself; and, thus, it differentiates or sets one apart from the others. It is multi-faceted as it consists of diverse self-representations. Too, it is usually described in terms of (concrete or observable) traits. And, as such, it is an influencing factor in consumer behavior (De Mooij pp. 95-96).Now, brands are made and understood to have anthropomorphic qualities too (see Chen 2005). For instance, camping boots are introduced as rugged, r eliable, tough and very masculine. Too, Virginia Slims cigarette is thought of to be feminine while Marlboro is masculine; Apple is young, while IBM is older; Saks Fifth Avenue (New York) is upper class, while K-Mart is blue-collar (Aaker 1997, pp. 348). A unique set of human characteristics that are both applicable and related to a brand that is very well appraised by the consumer, brand personality intends to influence consumer’s perception and work subliminally (to influence people’s consumption decisions). Too, it differentiates one product from among the rest (see Moser 2003, pp. 67). As such, since it serves as a primary source of competitive advantage and a valuable strategic asset, brand personality is very important in brand positioning.