Self-Image Congruence Towards Vogue Brands among Millennials: A Study of Consumer Behavior in Mexico

Millennial consumers are dynamic, innovative, and personality oriented. Buying behavior of millennial consumers is widely influenced by self-image congruence, social self-concept, psychodynamics, and vogue. This study focuses on exploring the consumption behavior among millennial consumers in reference to self-image congruence, consumer relationships, and consumption experience leading to their buying behavior of vogue brands. The study revealed that the vogue brands develop emotions and me-too-feeling. Vogue brands inculcate social identities among millennial consumers and establish the concept of ‘self’ to drive anthropomorphic emotions. Millennial consumers tend to share their brand experience on digital space to create effective psychodynamics and brand sovereignty.