Abstract

This thesis introduces looking glass identity value as an extension to current identity value theory, arguing that consumers use the brand outgroup as a reflexive entity to reflect back to them their own beliefs and feelings regarding a brand. This brand outgroup consists of individuals who do not consume a given brand, yet are perceived to make assumptions about those who do. The consumers of the brand then use these perceived assumptions, which are in fact manifestations of their own opinions, to determine what the brand communicates to others.
The study uses in-depth interviews as well as supplementary netnography to research consumers of Apple to better understand their consumption experiences with the brand. It is found that these individuals use a looking glass process to determine the brand’s identity value, while exhibiting traits of a dependent relationship with the brand. The combination of this looking glass identity value and dependent relationship on the brand manifests in identity value management strategies by the consumers, which are used to manipulate their personal evaluations of the brand and avoid abandonment.