Article1998

Brands as symbolic resources for the construction of identity

Richard C. Elliott · Kritsadarat Wattanasuwan

823 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

The search for self-identity is a key determinant of postmodern consumption so it is essential for marketers to understand the concept and dynamics of self, the symbolic meaning of goods and the role played by brands. Building from the concept of advertising literacy, this paper outlines a model of the dialectical relationship between self-identity and social-identity, the domains of self-symbolism and social-symbolism, and the process of the mediated experience of advertising and the lived experience of products/services. Implications for brand strategy are discussed in relation to trust, deep meaning and the possibilities for mass-market brands to have personal meaning for the individual.

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References

1956The Presentation of Self in Everyday Life.2018Distinction: A Social Critique of the Judgement of Taste*2020Modernity and Self-Identity: Self and Society in the Late Modern Age 2025Advances in Consumer Research 1988Possessions and the Extended Self 1986Time and narrative 1984Time and Narrative, Volume 1 1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities

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