Abstract
In consumer society, consumers intend to pay more attention to the brand culture, symbolic meaning, brand value and the brand-self fit when they choose apparel or brand. By self-concept as breakthrough point, this paper analyze the interactive relationship between self-concept and perceived value. The empirical results show that: During the apparel brand adoption process, using functional value, social value, emotional value, cognitive value, and situational value to evaluate the perceived value of Chinese consumers is feasible and effective; The ideal self and actual self interact with each other, and also can affect the formation of perceived value; Through the perceived value of brand, self-concept has a significant impact on the apparel brand adoption behavior. With more homogenous and competitive apparel, enterprises should give thorough consideration to enhance the objective brand value, as well as to reduce the gap between consumer perceived value and brand value.
Highlights
In consumer society, consumers intend to pay more attention to the brand culture, symbolic meaning, brand value and the brand-self fit when they choose apparel or brand
From the perspective of self-concept, this paper empirically analyzes the influence of brand and self fit on brand adoption, based on perceived value as a mediator variable
All the hypothetical paths in the theoretical model have been verified: The normalized path coefficients of 2a, 2b, 2c, 2d and 2e are 0.17, 0.41, 0.14, 0.19 and 0.37, which indicate that the self-concept formed by the interaction between the ideal self and the real self, has a positive impact on perceived value and brand adoption behavior
Summary
Customer Perceived Value (CPV) (Liu & Chou, 2005, pp. 82-84; Fan, 2003, pp. 41-45), which was proposed in 1990’s is refers to the consumer balance between the perceive benefit and the cost of products or services. Vol 14, No 7 2018 subjective cognition, social cultural context, self-regulation, group norm, objective value of goods and service level. Different consumers have distinct perceived value for the same brand product. By theoretical analysis and empirical research, scholars have come to realize that consumption behavior is determined by the actual value of commodity, but more restricted by the brand image and emotion perceived by consumers Social culture plays a decisive role in the content and structure of self-concept Different consumers follow their cultural norms in social context to play their roles. 496-500) Everyone plays multiple roles in the social relations, and consumers need different products and brands to express themselves in many aspects when they change their social role or status Self-concept is the process of individual socialization, which is closely related to its social role. (Cang & Cai, 2008, pp. 496-500) Everyone plays multiple roles in the social relations, and consumers need different products and brands to express themselves in many aspects when they change their social role or status
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