As a shopaholic, I always buy so many different clothes throughout the year in order to make myself more attractive. And I prefer to choose certain brands, because I think well-known brands often symbolize high quality, which can show others my good taste. As a fashion lover, I spend my free time reading fashion magazines to search for stylish matching clothes from different brands. So this title piques my interest and I really want to know “Who you are affects what you buy”. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essayThis article is a balanced essay on people's concepts of themselves in brand selection. It not only illustrates the theoretical relationship between self-image congruence and social identity on brand preference, but also shows that there are some limitations in this current study. For example, in the second half of the article, the author groups 65 people by gender, race and age to conduct an online questionnaire survey, and then statistically finds the corresponding linear regression relationship, which is demonstrated in a perspective mathematical. At the same time, it is recognized that there are a series of factors such as subjects selected from a single source and inaccurate brand selection, which can lead to the insufficiency of the results of these experiments. To be more precise, the mathematical model of linear regression analysis used in this paper is not detailed enough and actually affected the accuracy of a large part of the experimental results, thus affecting the reliability of the final conclusion. I am therefore skeptical about the conclusions of the latter stages of the experiment. And I think the sample size of the model analysis is not representative and convincing, because it is too small and limited. For example, in the minority ethnic classification, the sample size in Asia is only 1, and the minority races except White are simply Asian American and Hispanic American. Such a small sample cannot explain the selection tendency of the entire group. There are surely many advantages in this article, as we can see, a large number of opinions of academics used to support and introduce certain necessary concepts and arguments. For example, Sirgy's self-image congruence theory is used to explain and propose the relationship between the more specific aspect of self-concept and brand preference in order to correctly propose the key views. It's worth noting that Morgan A. Ilaw is a principal analyst at a company called Vital Findings, which specializes in marketing research. This essay analyzes a large amount of data to prove its arguments, which is very convenient for readers of this magazine, including undergraduate and postgraduate students. Likewise, the article also mentions that it is very suitable for marketers and advertisers in need as it helps them streamline their marketing plans effectively..