One of reasons of consumer selects a particular brand is to develop their "self" and show it to the public or even to achieve their identity goals (Escalas and Bettman, 2003). Fournier (1998) also stated that a brand is able to reflect important aspects of individual's identity and express the significant aspect of their "self". The term to express this phenomenon is self-expressive brands. Because of the existence of the brand's ability to express consumer's self, so consumer will select particular brand far beyond its functional benefit (McDonald and Wilson, 2011).

Keywords: self-expressive brand, brand love, brand advocacy, social media