IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v7y2017i1d10.1007_s13162-017-0092-9.html
   My bibliography  Save this article

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

Author

Listed:
  • Hector Gonzalez-Jimenez

    (University of York)

Abstract

Consumer research has paid scant attention to the full spectrum of a consumer’s self-concept life cycle and its subsequent impact on brand attitude. This article presents a conceptual framework that provides the foundation for future research on how the self-concept, across its full life cycle, impacts brand attitude. The article considers the development of the self-concept from childhood to late adulthood, and integrates findings from various disciplines into a comprehensive framework. The factors in the framework affecting the self-concept are global culture, life events, as well as cognitive and desired age. The article offers six propositions to guide future research and encourage more interdisciplinary work, as well as guiding the application of a broader perspective in terms of the self-concept’s full life-span. Moreover, the article also presents methodological and managerial implications on how to use branding approaches that target specific consumer segments according to their self-concepts’ life cycle.

Suggested Citation

  • Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0092-9
    DOI: 10.1007/s13162-017-0092-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-017-0092-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13162-017-0092-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Landon, E Lard, Jr, 1974. "Self Concept, Ideal Self Concept, and Consumer Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 44-51, Se.
    2. Marc Mazodier & Dwight Merunka, 2012. "Achieving brand loyalty through sponsorship: the role of fit and self-congruity," Post-Print hal-01822308, HAL.
    3. Kumar, V. & Anand, Ankit & Song, Hyunseok, 2017. "Future of Retailer Profitability: An Organizing Framework," Journal of Retailing, Elsevier, vol. 93(1), pages 96-119.
    4. Lan Nguyen Chaplin & Deborah Roedder John, 2007. "Growing up in a Material World: Age Differences in Materialism in Children and Adolescents," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 480-493, June.
    5. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    6. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    7. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    8. Denis Guiot, 2001. "Antecedents Of Subjective Age Biases Among Senior Women," Post-Print halshs-00169445, HAL.
    9. Boas Shamir & Robert J. House & Michael B. Arthur, 1993. "The Motivational Effects of Charismatic Leadership: A Self-Concept Based Theory," Organization Science, INFORMS, vol. 4(4), pages 577-594, November.
    10. Moore, David J. & Homer, Pamela Miles, 2008. "Self-brand connections: The role of attitude strength and autobiographical memory primes," Journal of Business Research, Elsevier, vol. 61(7), pages 707-714, July.
    11. Gentina, Elodie & Butori, Raphaëlle & Rose, Gregory M. & Bakir, Aysen, 2014. "How national culture impacts teenage shopping behavior: Comparing French and American consumers," Journal of Business Research, Elsevier, vol. 67(4), pages 464-470.
    12. Kwok Leung & Rabi S Bhagat & Nancy R Buchan & Miriam Erez & Cristina B Gibson, 2005. "Culture and international business: recent advances and their implications for future research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 357-378, July.
    13. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
    14. Petra Riefler & Adamantios Diamantopoulos & Judy A Siguaw, 2012. "Cosmopolitan consumers as a target group for segmentation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 285-305, April.
    15. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    16. Leilei Gao & S. Christian Wheeler & Baba Shiv, 2009. "The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 29-38, June.
    17. repec:dau:papers:123456789/7633 is not listed on IDEAS
    18. Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
    19. Priester, Joseph R, et al, 2004. "The A[supercript 2]SC[superscript 2] Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 574-587, March.
    20. Hollenbeck, Candice R. & Kaikati, Andrew M., 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 395-405.
    21. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    22. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
    23. Yinlong Zhang & Adwait Khare, 2009. "The Impact of Accessible Identities on the Evaluation of Global versus Local Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 524-537.
    24. Zhou, Joyce Xin & Arnold, Mark J. & Pereira, Arun & Yu, Jun, 2010. "Chinese consumer decision-making styles: A comparison between the coastal and inland regions," Journal of Business Research, Elsevier, vol. 63(1), pages 45-51, January.
    25. Richins, Marsha L, 1994. "Special Possessions and the Expression of Material Values," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 522-533, December.
    26. Mehta, Raj & Belk, Russell W, 1991. "Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 398-411, March.
    27. Sandor Czellar & D. Sprott & E. Spangenberg, 2009. "The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale," Post-Print hal-00458392, HAL.
    28. Tu, Lingjiang & Khare, Adwait & Zhang, Yinlong, 2012. "A short 8-item scale for measuring consumers’ local–global identity," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 35-42.
    29. repec:dau:papers:123456789/3533 is not listed on IDEAS
    30. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    31. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
    32. Deborah J. MacInnis & Valerie S. Folkes, 2010. "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 899-914, April.
    33. Schwarz, Norbert, 2003. "Self-Reports in Consumer Research: The Challenge of Comparing Cohorts and Cultures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 588-594, March.
    34. Usakli, Ahmet & Baloglu, Seyhmus, 2011. "Brand personality of tourist destinations: An application of self-congruity theory," Tourism Management, Elsevier, vol. 32(1), pages 114-127.
    35. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    36. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    37. Sonia Livingstone, 2008. "Taking risky opportunities in youthful content creation: teenagers' use of social networking sites for intimacy, privacy and self-expression," LSE Research Online Documents on Economics 27072, London School of Economics and Political Science, LSE Library.
    38. Katharina Petra Zeugner-Roth & Vesna Žabkar & Adamantios Diamantopoulos, 2015. "Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective," Post-Print hal-01563043, HAL.
    39. Gil, Luciana A. & Kwon, Kyoung-Nan & Good, Linda K. & Johnson, Lester W., 2012. "Impact of self on attitudes toward luxury brands among teens," Journal of Business Research, Elsevier, vol. 65(10), pages 1425-1433.
    40. Lee, Euehun & Moschis, George P. & Mathur, Anil, 2001. "A study of life events and changes in patronage preferences," Journal of Business Research, Elsevier, vol. 54(1), pages 25-38, October.
    41. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    42. Denis Guiot & Benny Barak, 2011. "An Empirical Assessment of Cross-Cultural Age Self-Construal Measurement: Evidence from Three Countries," Post-Print halshs-00643840, HAL.
    43. Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 119-129, June.
    44. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fengjun Liu & Lu Meng & Yijun Zhao & Shen Duan, 2020. "The influence of the corporate social responsibility disclosures on consumer brand attitudes under the impact of COVID-19," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-22, December.
    2. Faheem Bukhari & Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Riaz Hussain Soomro & Zahid Ali Channar, 2020. "Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products," Sustainability, MDPI, vol. 12(1), pages 1-22, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fastoso, Fernando & González-Jiménez, Héctor, 2020. "Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness," Journal of Business Research, Elsevier, vol. 121(C), pages 429-437.
    2. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    3. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    4. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    5. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    6. Cleveland, Mark & Bartikowski, Boris, 2023. "Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad," Journal of Business Research, Elsevier, vol. 155(PB).
    7. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.
    8. Thomas, Veronica L. & Yeh, Marie & Jewell, Robert D., 2015. "Enhancing valuation: the impact of self-congruence with a brand on the endowment effect," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 178-185.
    9. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    10. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    11. Enes Emre Baþar & Bahar Türk & Sevtap Ünal, 2015. "An Investigation of Self-Image Congruence Differences between Materialistic and Non-Materialistic Consumers," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 29(2), pages 41-57.
    12. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    14. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    15. Makri, Katerina & Papadas, Karolos & Schlegelmilch, Bodo B., 2021. "Global social networking sites and global identity: A three-country study," Journal of Business Research, Elsevier, vol. 130(C), pages 482-492.
    16. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    17. Gonzalez-Jimenez, Hector & Fastoso, Fernando & Fukukawa, Kyoko, 2019. "How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west," Journal of Business Research, Elsevier, vol. 103(C), pages 293-300.
    18. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    19. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    20. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0092-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.