Open AccessTheoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity
Author(s) -
A. D. C. Perera,
Sameera Ranganath Samarakoon,
W.M.C.B. Wanninayake
Publication year - 2021
Publication title -
asian journal of advanced research and reports
Language(s) - English
Resource type - Journals
ISSN - 2582-3248
DOI - 10.9734/ajarr/2021/v15i330377
Subject(s) - conspicuous consumption , social identity theory , congruence (geometry) , social psychology , psychology , consumption (sociology) , self image , variable (mathematics) , consumer behaviour , linkage (software) , brand image , sociology , advertising , mathematics , economics , social group , social science , business , mathematical analysis , biochemistry , emerging markets , chemistry , gene , macroeconomics
Aim: This paper proposed a theoretical framework to fulfill the theoretical gap which will lead to an extended theory for conspicuous consumption.
Methodology: The main theory considered for this study is social comparison theory which is the grounded theory of the concept of conspicuous consumption. Further, theoretical framework is entailed of 3 supporting theories. As explained below brand association variable is emerged from brand congruency theory. while Self-concept variable is emerged from self-concept theory. Whereas personal cultural orientation is based on the social identity theory.
Conclusion: The researcher strongly argues that in order to do a thorough comparison and purchase, the consumer would look at overall spectrum i.e., brand image, self-image and social image where it will give him an overall evaluation for him to make a consumption behavior which may lead to conspicuous consumption.