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The Loss of Social Identity and its impact on Consumer Brand Choices

In: Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

Author

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  • Pranati Paheli

    (Apeejay Institute of Mass Communication)

Abstract

Possessions/brands give definition to our identity. The meaning of things become even more nuanced during identity transition. In this study we examine, the impact on brand choices when consumers are at the threshold of social identity loss. This paper studies this issue using the theoretical framework of compensatory consumption using Straussian grounded theory methodology. Our findings indicate the formation of a brand hierarchy with four distinct levels of brand consumption. The purpose of brand consumption is primarily for securing the identity loss.

Suggested Citation

  • Pranati Paheli, 2026. "The Loss of Social Identity and its impact on Consumer Brand Choices," Advances in Economics, Business and Management Research, in: Kirti Sharma & Shiv S. Tripathi & Neetu Yadav (ed.), Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), pages 274-281, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-608-1_16
    DOI: 10.2991/978-94-6239-608-1_16
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