The Loss of Social Identity and its impact on Consumer Brand Choices
Abstract
Possessions/brands give definition to our identity.The meaning of things become even more nuanced during identity transition.In this study we examine, the impact on brand choices when consumers are at the threshold of social identity loss.This paper studies this issue using the theoretical framework of compensatory consumption using Straussian grounded theory methodology.Our findings indicate the formation of a brand hierarchy with four distinct levels of brand consumption.The purpose of brand consumption is primarily for securing the identity loss.
Fields of Study & Subjects
Consumer Behavior in Brand Consumption and Identification
Consumer Perception and Purchasing Behavior
Consumer Retail Behavior Studies
Publication details
- Journal / source
- Advances in economics, business and management research/Advances in Economics, Business and Management Research
- Pages
- 274–281
- Publication date
- 1 January 2026
- Language
- EN
- Document type
- Book chapter