Fascinating stuff for us marketing and branding nerds. This article takes a few different pieces of well-conceived consumer research and lets us know what we (marketers) have long suspected – brands are purchased “tribally” to signal who we are, what we care about, and why we are unique.
The further finding the startling one, however. It seems that the acts of purchase and consumption of branded products makes us “actually seem to believe (we) become like the brand image.”
Powerful stuff for you strategic branding types out there. Enjoy!