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When consumers undertake identity consumption by consuming products or services, their choice can be influenced not only by the brand but also the brand prominence. In order to investigate the relationship between consumers’ preference and identity-based consumption demand, this study examines consumers’ preference for brand prominence in the context of identity-based consumption for self versus for others based on a comparison and interaction between social groups. The results show that, in the scenario of identity-based consumption for self, when consumers are members of the in-group or the high-level identity salience out-group, self-construal has no significant influence on their preference with respect to brand prominence. However, when consumers are in the low-level identity salience out-group, self-construal significantly affects their preference in this regard. In addition, in the scenario of identity-based consumption for others (i.e. gift-giving) when gift-givers and gift-receivers have the same fashion status, the self-construal of gift-givers does not affect their preference. However, when gift-givers and gift-receivers have different fashion statuses, the self-construal of gift-givers impacts their preference for brand prominence. Specifically, interdependent self-construal consumers are more inclined to choose products according to gift-receivers’ preference for brand prominence. Theoretical and managerial implications are discussed, along with future research directions.

Consumers’ preference for brand prominence in the context of identity-based consumption for self versus for others: The role of self-construal