Hello, I am looking for someone to write an essay on Find contemporary problem about ( Personality, Lifestyles and Self ). It needs to be at least 2000 words.This implies that a consumers self concept

Hello, I am looking for someone to write an essay on Find contemporary problem about ( Personality, Lifestyles and Self ). It needs to be at least 2000 words.

This implies that a consumers self concept is critical in developing a brand’s personality, where the brand personality is matched to the self. Research in consumer behaviour have shown that brand personality is a key tool in consumer expression and instrumental in enabling consumers express their ideal or actual self, or in expressing certain specific aspects of the self (Swaminathan, Stilley, & Ahluwalia, 2009:2). One of the key notable problems in marketing is whether the brand personality should be matched to the self that consumers aspire to be (ideal self) or to the self that they are (actual self) (Malär, Krohmer, Hoyer, & Nyffenegger, 2011:35). This paper evaluates this issue to understand which of the self aligns well with brand personality and what this implies to marketers.

Brand personality is defined as “a set of human characteristics associated with a brand” (Mahle & Supphellen, 2011:96). It is a critical emotional part of a brand image and therefore is highly involving in determining how attached consumer’s become to such brands. (Sung and Kim, 2010:645). It also often appeals to consumers who wish to enhance, affirm or express their sense of self or their personalities using the brand personality of the products they use (Park & Roedder, 2010).

On the other hand, self concept is defined as a “multidimensional construct” in how individuals view themselves (Swaminathan, Stilley, & Ahluwalia, 2009. Khare & Handa, 2009: 64). Self concept is based on both group identity where people purchase certain goods in order to identify with a given group and a unique individual level self identity and expression based on individual autonomy. However in independent individualistic cultures such as western cultures, self concept is mainly associated with personal identity strongly then with group identity (Swaminathan, Page and Gurhan-Canli, 2007:249). Indeed, Fuornier