The Influence of Self-Concept on Perceived Value in Apparel Brand Adoption Behavior - Based on Research Data from Hangzhou, China

Yiling Zhang, Xiangyang Bian, Aijuan Cao, Ziyin Yu


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.

Full Text:



Copyright (c) 2018 Aijuan Cao

License URL:

Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)    Email: 

Copyright © Canadian Center of Science and Education 

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.