| Περίληψη : | As companies invent new products because of the recent growth in technology, the consumption behaviors of customers is also changing. The growing need by companies to create products that satisfy the inner needs and feelings of customers has facilitated the understanding of online consumer behavior, which has contributed to the success of manufacturing and selling companies. Since consumers construct their own self based on their online behavior, this study sets to explore the processes that lead to the formation of self among luxury consumers. We will apply the self-construal theory to understand the different dimensions of self and motivate people to consume luxury products. According to the theory, the interdependent self-construal is the level in which people construe themselves as connected to other people. Previous research on luxury consumption has explored a lot about social media and strategic issues and how the branding of commodities can change the perception of people towards them. However, it has not yet been examined how consumers form selves depending on the degree of the interdependent and independent self and the underlying process that accompanies this formation. This article aims to shed light on how self-concept and self-esteem of consumers change after they consume luxury brands.
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