Extended Self-Concept and Brand-Related Responses in the Sensory Modality Context

Self-concept has been addressed as an important factor that influences consumer behavior. Fashion brands, in particular, are frequently used a way of expressing self to others. However, recent resurgence of research interests in self-concept focuses not on the self-concept per se, but on the relationship between the self-concept and brand-related behavior (Kirmani, 2009)