The ideal social self and young French wine consumers: defining an integrated, self-oriented brand identity model

The social self is a well-known concept. Its ideal variable is gaining momentum in marketing and brand management areas. While the literature provides several examples and models, little is known about younger generations of wine consumers, such as the 18–to-25-year-olds, an interesting market segment. This study aims to cover this gap. A mixed method has been set up: 14 interviews and four focus groups have been realized to develop a questionnaire specifically focused on the social ideal self-representation . Furthermore, the questionnaire has been administered to N = 444 individuals. Exploratory Factor Analysis and Confirmatory Factor Analysis have been executed and a five-factor model has been developed. The Cronbach's alpha at > .95 ensures the PCA reliability. The robustness of the model (p < .001, CFI > .95, RMSEA close to .06 cut-off), confirms its usability. The model has been integrated into a brand identity construct. The study offers an original view of younger generations' symbolic consumption habits. Specifically, the model reveals underlying patterns and symbolic dimensions with specific indicators. This suggests a set of segmentation and positioning levers for marketers and brand managers operating within the wine industry, enhancing the effectiveness of their campaigns, product innovation projects, and brand identity models, targeting younger generations of consumers.