Consumer self-concept and digitalization: what does this mean for brands?

This study aims to contribute to the discourse on the impact of digitalization on the consumer self-concept. The objective is to provide a broad understanding of the impact that digitally enabled consumption environments have on the consumer self-concept and to unveil how this relates to brands. The study adopts a qualitative approach through in-depth interviews with five experienced Italian marketing directors operating in business-to-business and business-to-consumer markets. The analysis provides theoretical inputs about how digitalization has centered the consumer self-concept, the integration of digital resources and devices in the consumer self-concept, and the position of the consumer self-concept at the core of branding strategies. Moreover, the study yields a business-developed research agenda on the topic with three main focal areas: self-influence, hybrid experiences, and enthusiasm vs. avoidance. The study also has managerial implications pertaining to the relationship between the consumer self-concept and brands in digital spaces involving consumer–brand relationships, brand values, seamless positioning, and personalization.