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How Does Self-concept and Brand Personality Affect Luxury Consumers’ Purchasing Decisions?

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Luxury Fashion Retail Management

Part of the book series: Springer Series in Fashion Business ((SSFB))

Abstract

This chapter reviews the major theories on self-concept and brand personality in the luxury consumption context. The self-concept is the cognitive or thinking aspect of self, referring to learned beliefs, attitudes, and opinions that each person holds about his or her personal existence. Brand personality is defined as a set of human characteristics associated with a brand, in which a brand may be considered as an active relationship partner rather than a passive exchange object. Linking these two concepts in the luxury context, the chapter considers how person-specific, internal or external attributes, interact to form an individual’s self-concept and how the self links with the brand’s personality. Understanding consumers’ self-concept is particularly important for luxury products and brands due to its the wider implications for consumer psychology and behavior and marketing practice. Hence, theoretical and managerial implications are discussed arising from the self-concept and brand personality (SCBP) framework.

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Authors and Affiliations

  1. School of Business, East China University of Science and Technology, 130 Meilong Road, Xuhui Dsitrict, Shanghai, People’s Republic of China

    Bang Nguyen

  2. University of Southampton, Southampton, UK

    Meng-Shan Sharon Wu & Cheng-Hao Steve Chen

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  1. Bang Nguyen
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  2. Meng-Shan Sharon Wu
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  3. Cheng-Hao Steve Chen
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Correspondence to Bang Nguyen .

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Editors and Affiliations

  1. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Tsan-Ming Choi

  2. School of Business and Management, Donghua University, Shanghai, China

    Bin Shen

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Nguyen, B., Wu, MS.S., Chen, CH.S. (2017). How Does Self-concept and Brand Personality Affect Luxury Consumers’ Purchasing Decisions?. In: Choi, TM., Shen, B. (eds) Luxury Fashion Retail Management. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-2976-9_3

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