When consumers purchase a particular brand, they are engaging in an act of identity construction.

Identity Construction

The process through which individuals and groups create, negotiate, and express their cultural, social, and personal identities, often influenced by societal structures and cultural norms.

Consumers

Individuals or organizations that purchase or use goods and services for personal or organizational needs.

Brand

A name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers.