Theoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity

Aim: This paper proposed a theoretical framework to fulfill the theoretical gap which will lead to an extended theory for conspicuous consumption. Methodology: The main theory considered for this study is social comparison theory which is the grounded theory of the concept of conspicuous consumption. Further, theoretical framework is entailed of 3 supporting theories. As explained below brand association variable is emerged from brand congruency theory. while Self-concept variable is emerged from self-concept theory. Whereas personal cultural orientation is based on the social identity theory. Conclusion: The researcher strongly argues that in order to do a thorough comparison and purchase, the consumer would look at overall spectrum i.e., brand image, self-image and social image where it will give him an overall evaluation for him to make a consumption behavior which may lead to conspicuous consumption.