SELF-IDENTITY AND BRAND

The present book discusses the topic of self-identity under the consumption context. The topic has been approached from the personality angle as it is a portrayal and representation of the self with a main research question whether the personality of the brand conveys to the consumer. The research behind this book has followed an inductive approach with an interpretative epistemological posture, it is supported by a qualitative study of eight depth individual interviews using the interpretative phenomenological analysis method with the brand Apple Inc. as the research topic. The findings have shown that indeed, the interviewees perceive a sense of similarity between their personality and the one of the brand as a result of using this latter. The contributions are two fold, a theoretical contribution and a managerial one, the limitations of the research are recognized and directions for future research are offered.