Consumers, Identity, and Brand Personality

Maheshwari, Vishwas; Larner, Elizabeth; Islam, Mirage; Burchell, Hannah; Marchowska-Raza, Magdalena

Abstract

Branding creates a distinct identity for products, organizations, people, or places by using unique names, designs, symbols, or features. Research in this area examines how consumers react to various brands and branding efforts in different contexts. Brands play a pivotal role in shaping consumer identity by presenting a clear and unique brand image. This image is conveyed through thoughtful marketing strategies, compelling advertising campaigns, and innovative product design that resonate with the intended audience. Authenticity is crucial for building brand trust, requiring brands to forge meaningful connections with customers. This chapter examines the link between consumer perception, psychological motives, and brand attributes, also considering technology and ethical practices in branding.

• Online Publication Date: Mar 11, 2025
• Publication Date: 2025
• Deposit Date: Apr 2, 2025
• Publisher: Palgrave Macmillan
• Peer Reviewed: Peer Reviewed
• Pages: 115-147
• Series Title: Brands, Branding, and Consumerism
• Edition: 1
• Book Title: Brands, Branding, and Consumerism Personal and Social Influences on Consumption
• Chapter Number: 3
• ISBN: 9783031808586; 9783031808616
• DOI: https://doi.org/10.1007/978-3-031-80859-3_3
• Keywords: Branding, Marketing, Social Media