Abstract:
People select products, brands and groups of people to express themselves and enhance themselves. A
brand is perceived as attractive when it is helpful to a person to express himself or herself. Previous
researches have covered some aspects of this topic, still much research is needed in the area of Marketing
applications.
The problem addressed in this research was that which variants of the self concept really affects the self
expressive value and thereby, brand attractiveness. So this research mainly aimed to identify, and evaluate
in isolation, the varients of the self concept on the self expressive value. For this research primary data were
collected by a survey using a structured questionnaire. A convenience sample of 100 was selected for the
study. Data were analyzed using Minitab 14.
The finding shows that a strong ideal self of a person can have a greater impact on the self expressive value.
When carefully looked at, there is a possibility to create a new ideal self and hinder the influence of the
existing ideal self. Futher, it can stimulate the influence of the ideal social self and hinder the influence of
the existing actual social self. The empirical data strongly supported the theory that consumers of different
brands of a product class would perceive themselves to have significantly different self-concepts. It is also
found that majority who accompanied an important person may change their purchasing decision because
of such significant person’s disagreement or opinion.
