The Psychological Impact of Self-Expression Through Brand Expression on Consumers
Start Date
April 2025
Location
2nd floor - Library
Abstract
This presentation explores the psychological impact of self-expression through brand expression on consumers. Research underscores brands as pivotal in identity navigation within consumer relations, highlighting their integration into personal self-concept. Brand Engagement in Self-Concept (BESC) measures this integration, influencing consumer responses based on brand expression levels. While past studies focus on brand identity formation, there is limited research exploring how BESC influences consumer responses to brand cues based on different levels of brand expression. We conceptualize brand expression as a brand's visual and symbolic communication of identity, with BESC shaping its reception. Through the lens of self-concept theory and color psychology, we investigate how brand expression resonates differently based on a consumer's level of BESC. By manipulating factors such as logo presence and color, we aim to provide new insights into the brand-consumer relationship and offer strategic implications for brands looking to differentiate themselves in competitive markets.
The Psychological Impact of Self-Expression Through Brand Expression on Consumers
2nd floor - Library
This presentation explores the psychological impact of self-expression through brand expression on consumers. Research underscores brands as pivotal in identity navigation within consumer relations, highlighting their integration into personal self-concept. Brand Engagement in Self-Concept (BESC) measures this integration, influencing consumer responses based on brand expression levels. While past studies focus on brand identity formation, there is limited research exploring how BESC influences consumer responses to brand cues based on different levels of brand expression. We conceptualize brand expression as a brand's visual and symbolic communication of identity, with BESC shaping its reception. Through the lens of self-concept theory and color psychology, we investigate how brand expression resonates differently based on a consumer's level of BESC. By manipulating factors such as logo presence and color, we aim to provide new insights into the brand-consumer relationship and offer strategic implications for brands looking to differentiate themselves in competitive markets.
