Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc.
1. Why did you purchase this product?
2. Who influenced this purchase?
3. What does this purchase say about your own self-concept ideas?
4. What is your definition of the “brand personality” of this recent purchase–as compared to the definitions stated in the chapter by Stanford’s Jennifer Aaker?