Actual self-concept and ideal self-concept

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Reference no: EM132080903

Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc.

1. Why did you purchase this product?

2. Who influenced this purchase?

3. What does this purchase say about your own self-concept ideas?

4. What is your definition of the "brand personality” of this recent purchase--as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker?

Reference no: EM132080903

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