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Research Article Open access CC BY 4.0

Theoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity

A. D. C. Perera, S. M. A. K. Samarakoon, W. M. C. B. Wanninayake

Asian Journal of Advanced Research and Reports · pp. 19–28 · Published 1 May 2021

10.9734/ajarr/2021/v15i330377

Abstract

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.

Brand congruence conspicuous consumption theoretical framework self-concept social identity

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