Consumers often choose and use brands that have a brand personality that is matched to the consumer's ________ (how one would like to view oneself).

Question

Quizplus · Accepted Answer

The ideal self-concept refers to the way an individual would like to view themselves, and consumers tend to choose and use brands that have a brand personality that aligns with their ideal self-concept. This helps consumers create a desired self-image through those brands. Actual self-concept refers to how an individual currently perceives themselves, others' self-concept refers to how others perceive the individual, dual self-concept is not a widely recognized term, and perceptual self-concept refers to an individual's perception of their own abilities and attributes. Therefore, C is the best choice for this question.

Consumers Often Choose and Use Brands That Have a Brand