EXAMINING HOW CONSUMERS’ PERCEPTIONS OF THEMSELVES AFFECT THEIR BRAND PREFERENCES AND PURCHASING BEHAVIOR

Objective: This research explores how self-perception influences brand preferences and purchasing behavior, aiming to provide insights for marketers to enhance brand loyalty. Theoretical Framework: Self-concept dimensions—actual self, ideal self, and social self—are analyzed to understand their impact on consumer behavior. Method: A mixed-method approach was utilized, including a survey of 300 participants and in-depth interviews with 30 participants. Structural Equation Modeling (SEM) and thematic analysis were used to assess relationships between variables and explore underlying psychological mechanisms. Results and Discussion: Findings suggest significant correlations between self-perception and brand preference, mediated by emotional attachment and perceived value. Specifically, the actual self-concept influences brand preference through emotional attachment, the ideal self-concept drives aspirational brand preferences, and the social self-concept affects brand loyalty through social identity. Research Implications: These insights offer theoretical contributions to consumer psychology and practical implications for marketers aiming to create effective branding strategies that resonate with consumers' self-concept, ultimately fostering stronger brand loyalty and customer satisfaction. Originality/Value: This study contributes to the literature by highlighting the importance of brand alignment with consumers' self-perceptions, aspirations, and social identities.