The Influence of Brand Image as a Representation of Self- Identity on Sports Products

Abstract

This research aims to understand how brand image functions as a representation of self-identity in sports products. In recent years, there has been a shift in the meaning of consumption among people, where sports products are no longer bought solely for their physical function, but rather as a symbol of lifestyle and self-expression associated with the brand. The research method used in this study is descriptive narrative, examining various relevant journals published between 2019 and 2025 thru Google Scholar. The study results indicate that brand image plays a significant role in shaping symbolic consumption, where consumers prefer products that align with their self- concept. Additionally, in the digital age, brand image has also become a performative experience that strengthens one's digital identity. This research also confirms that brand image is not just a marketing tool but also a means of social communication that connects with individuals, communities, and lifestyles.