The Loss of Social Identity and its impact on Consumer Brand Choices

Pranati Paheli ()
Additional contact information
Pranati Paheli: Apeejay Institute of Mass Communication

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 274-281 from Springer

Abstract: Abstract Possessions/brands give definition to our identity. The meaning of things become even more nuanced during identity transition. In this study we examine, the impact on brand choices when consumers are at the threshold of social identity loss. This paper studies this issue using the theoretical framework of compensatory consumption using Straussian grounded theory methodology. Our findings indicate the formation of a brand hierarchy with four distinct levels of brand consumption. The purpose of brand consumption is primarily for securing the identity loss.

Keywords: Social identity; Brand hierarchy; Brand choice (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-608-1_16

Ordering information: This item can be ordered from
http://www.springer.com/9789462396081

DOI: 10.2991/978-94-6239-608-1_16

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().