Year: 2025
Type: article
Abstract: With the continuous development of society and the improvement of living standards, consumption patterns have undergone significant changes. People’s purchasing decisions are no longer solely based on the functional value or price of products. Instead, consumers increasingly focus on whether a product aligns with their personal identity, values, and social image. This shift in consumer behavior highlights the growing influence of consumer identity in shaping purchasing choices. Therefore, understanding how consumer identity impacts purchasing decisions is essential for businesses to tailor their marketing strategies effectively. By recognizing different consumer identities, companies can adopt personalized advertising and promotional methods, fostering a deeper emotional connection between consumers and brands. This approach not only helps consumers identify with the products but also enables businesses to differentiate themselves in a competitive market, establishing stronger customer loyalty and gaining a sustainable competitive advantage.
Author: Chenyang Xu
Institution: Dongguan University of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409776026