Find contemporary problem about ( Personality, Lifestyles and Self ) Literature review

Find contemporary problem about ( Personality, Lifestyles and Self ) - Literature analyse ExampleThis implies that a consumers self concept is critical in developing a brands personality, where the brand personality is matched to the self. Research in consumer behaviour have shown that brand personality is a get word tool in consumer expression and instrumental in enabling consumers express their ideal or veritable self, or in expressing certain specific aspects of the self (Swaminathan, Stilley, & Ahluwalia, 20092). One of the key notable problems in merchandising is whether the brand personality should be matched to the self that consumers aspire to be (ideal self) or to the self that they are (actual self) (Malr, Krohmer, Hoyer, & Nyffenegger, 201135). This idea evaluates this issue to understand which of the self aligns well with brand personality and what this implies to marketers.Brand personality is defined as a set of human characteristics associated with a brand (Mahle & Supphellen, 201196). It is a critical emotional part of a brand image and therefore is highly involving in determining how attached consumers become to such(prenominal) brands. (Sung and Kim, 2010645). It also often appeals to consumers who wish to enhance, affirm or express their sense of self or their personalities use the brand personality of the products they use (Park & Roedder, 2010).On the other hand, self concept is defined as a multidimensional construct in how singles view themselves (Swaminathan, Stilley, & Ahluwalia, 2009 Khare & Handa, 2009 64). Self concept is based on both convention identity where people purchase certain goods in order to identify with a given root word and a unique individual level self identity and expression based on individual autonomy. However in independent individualistic cultures such as western cultures, self concept is primarily associated with personal identity strongly then with group identity (Swaminathan, Page and Gurhan-Canli, 200 7249). Indeed, Fuornier