http://www.inquiriesjournal.com/keyword/self_image Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Wed, 27 May 2026 08:32:51 -0400 Wed, 27 May 2026 08:32:51 -0400 http://www.inquiriesjournal.com/articles/1035/who-you-are-affects-what-you-buy-the-influence-of-consumer-identity-on-brand-preferences By Morgan A. Ilaw - This study examined the extent to which individuals used their self-concepts to determine brand preference. It was predicted that individuals would prefer brands with images congruent with their own self-image more than brands’ images inconsistent with their self-image. The study also predicted that others would influence consumers’ brand preference, and participants would prefer brands consonant with their in-group associations. A total of 65 participants completed a survey inquiring about their self-image congruity, social identity and brand preferences. Linear regression analyses... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1035/who-you-are-affects-what-you-buy-the-influence-of-consumer-identity-on-brand-preferences