International Research Journal of Education and Technology

The present study observes the relationship between self-image of consumers and their preference for local versus global brands. Self-image plays a critical role in determining purchasing behaviour as consumers often select brands that supports their identity, values and social ambitions. The paper discovers how various factors such as cultural identity, perceived social status and globalization influence brand selection. Using existing literature and conceptual analysis, the study highlights that persons with a robust local identity tend to choose domestic brands, while those with global self-images are more persuaded toward international brands. The findings of this paper offer understandings for marketers to adapt their strategies that reverberate with consumers’ self-image and preference.

Key Words: Self-image, Consumer Preference, Brand Marketing, Brand Preference.