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Consumer Identity and Brand Perception

   

Added on  2020-03-02

9 Pages1967 Words43 Views
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Running head: MARKETING MarketingName of the Student:Name of the University:Author note:
Consumer Identity and Brand Perception_1

1MARKETINGTable of ContentsSummary of the Article...................................................................................................................2Theoretical Foundations..................................................................................................................2Nature of the Research.....................................................................................................................3Sample Size Considerations............................................................................................................4Key Findings from the Research.....................................................................................................4New Findings...................................................................................................................................5Personal Opinions............................................................................................................................6Things Practitioners can Learn and Apply......................................................................................6Reference List..................................................................................................................................8
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2MARKETINGSummary of the Article: The article seeks to explore the impact of consumer identity on consumer behavior andpurchasing decision. This article discusses how each individual is endowed with a separateidentity and as consumers, these individuals will tend to consume in a way that appears to beconsistent with his own sense of self. It states that an individual will not necessarily consume aproduct simply because he likes it or is in need of the same (Reed et al. 2012). Rather, he willconsume it if he associates with the attributes of the brand that the brand endorses whilepromoting its products. A very significant aspect of the article is that it discusses and criticallyanalyzes the concept of consumer identity, its various aspects such as identity salience andidentity relevance, the common types of consumer identity and the products these consumersassociate with. The article states that while most of the organizations focus on the production ofinnovative products, many lose out simply because they overlooked the importance of studyingthe consumers. It is not sufficient to investigate and comprehend the needs and demands of theconsumers and produce products accordingly. In a competitive market, a highly important factorthat can ensure organizational success is how far the company is able to promote its products in away that it can persuade the consumers of the target consumer base purchase the product. Theoretical Foundations: The article is written primarily on the basis of the information available via the researchreports and published journals of the past researches. The article explores the theories pertainingto two branches of knowledge- Sociology and Marketing Management. At the very same time,Psychological theories of self have been explored as well (Brodie 2017). In the article, the writer
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