Socio-Psychological Factors as the Motivator of Symbolic Consumption and Brand Consciousness

Abstract

The study aims to investigate the relationships among two socio-psychological and two marketing concepts. The survey method was used for data collection. 274 questionnaires were gained through convenience sampling. To test the model, structural equation modelling was applied. The results indicate that an individual who evaluate themselves highly are more concerned about public opinion regarding them. An individual who cares about him/her presence in society will use products that reflect his/her lifestyle and self. Consumers who make purchases that are congruent with their lifestyle and self are more brand conscious. When the literature is examined, there are either no or few articles investigating the influences of self-esteem and public self-consciousness on brand consciousness and symbolic consumption. Considering this issue, it is thought that this research is beneficial in terms of filling this gap. It is thought that researching this subject in Azerbaijan has an additional contribution.