The Self-Concept Life Cycle and Brand Perceptions: An Interdisciplinary Perspective

Hector Gonzalez Jimenez

doi:10.1007/s13162-017-0092-9

The Self-Concept Life Cycle and Brand Perceptions: An Interdisciplinary Perspective

Hector Gonzalez Jimenez

The York Management School

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Number of pages	18
Journal	AMS Review
Early online date	26 Apr 2017
DOIs	https://doi.org/10.1007/s13162-017-0092-9
Publication status	E-pub ahead of print - 26 Apr 2017

Bibliographical note

Access to Document

10.1007/s13162-017-0092-9

AMSR-D-15-00020R3 copyedited_April5th
© The Author(s) 2017. This article is an open access publication
Accepted author manuscript, 258 KB

Cite this

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title = "The Self-Concept Life Cycle and Brand Perceptions: An Interdisciplinary Perspective",

abstract = "Consumer research has paid scant attention to the full spectrum of a consumer{\textquoteright}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{\textquoteright}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{\textquoteright} life cycle. ",

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