Gonzalez Jimenez, Hector orcid.org/0000-0002-3805-8262 (2017) The Self-Concept Life Cycle and Brand Perceptions: An Interdisciplinary Perspective. AMS Review. ISSN 1869-8182
Abstract
Consumer research has paid scant attention to the full spectrum of a consumer’s self-concept life cycle and its subsequent impact on brand attitude. This article presents a conceptual framework that provides the foundation for future research on how the self-concept, across its full life cycle, impacts brand attitude. The article considers the development of the self-concept from childhood to late adulthood, and integrates findings from various disciplines into a comprehensive framework. The factors in the framework affecting the self-concept are global culture, life events, as well as cognitive and desired age. The article offers six propositions to guide future research and encourage more interdisciplinary work, as well as guiding the application of a broader perspective in terms of the self-concept’s full life-span. Moreover, the article also presents methodological and managerial implications on how to use branding approaches that target specific consumer segments according to their self-concepts’ life cycle.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © The Author(s) 2017. This article is an open access publication |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 11 May 2017 11:00 |
Last Modified: | 16 Oct 2024 13:41 |
Published Version: | https://doi.org/10.1007/s13162-017-0092-9 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1007/s13162-017-0092-9 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:116287 |
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