Me, My Self, and My Brands

C. A. RUSSELL, H. Schau

Advances in Consumer Research

2005, vol. 32

Départements : Marketing

This article presents an overview of a special session about the use of brands by consumers to develop and express their selves. The session was organized around a consumer-brand-referent triad. The notion that theories of the self can apply to brands and that brands, like people, can be perceived as either fixed or malleable was introduced. Another discussion was focused on the third component of the triad, referents. While the last session illustrated the role of television characters in shaping brand constellations that consumers use for their own identityBRAND name products*COMMERCIAL products*CONSUMER behavior*CONSUMERSHUMAN behavior