THE IMPORTANCE OF SELF-CONCEPT IN BRAND DECISION-MAKING PROCESS

The paper is analyzing psychological aspects of purchase-decision process; more precisely the importance of self-concept in a brand-choice. Starting from given assumptions suggesting that brand choice is under positive influence and is related to self-concept in a way that actual self-concept lies within private consumption. Whereas, the ideal self-concept has significant effect on brand choice consumed in a social environment. The results of this research mostly support past hypotheses, which point out that we prefer and choose brands similar to our own self-image. Integrating 'the ideal car' as a new concept in the research design has clarified some inconsistencies of earlier evidence which have been implying strong relation between public consumption and reaching desired self-concept. Even though, the evaluated products publicly consumed (cars) are more similar to the actual self-image, the statistical similarity between ideal car and ideal self-concept indicates that hypothesis are correct. Nevertheless, in some previous designs researchers have not selected the right brands attractive enough to support or strengthen the ideal self-concept.