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Consumer Identity And Implications For The Brand

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  • Raluca Mihalcea
  • Iacob Cătoiu

Abstract

In a consumer culture people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity. All human behavior is a symbolic action. People are not just choosing the best, the fanciest, or the cheapest brands. They're choosing brands that have the right meaning. Brands are now creating value not just by the products or services they represent, but by the meanings they generate. This meaning is being adopted by consumers to express who they are and what they stand for. Meaning, in fact, may be the most important product a brand creates today.

Suggested Citation

  • Raluca Mihalcea & Iacob Cătoiu, 2008. "Consumer Identity And Implications For The Brand," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(10), pages 1-50.
    • Handle: RePEc:alu:journl:v:2:y:2008:i:10:p:50
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    identity; consumer divergence; reference groups; brand image; brand culture;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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