The Relationship between Self-concept and Consumption Styles through the Mediating Role of Effective Advertising in the Women's Fashion and Clothing Industry among the Citizens of Isfahan

Objective
One of the most important needs of the current research is to check that each of its dimensions is related to the consumption styles of consumers. On the other hand, effective advertising may influence consumers' consumption styles and moderate the relationship between the ideal self and the actual self with consumption styles. The most important practical aspects of this research are as follows: 1- In this research, an attempt is made to determine which of the consumption styles is related to which of the dimensions of self-concept, if possible, logical relationships between consumption styles and dimensions of self-concept. To be identified, the organization's marketing plans can be implemented more effectively based on these relationships. In the existing literature, marketing plans are set based on different components, including the marketing mix, which has not been considered much. From this point of view, the present study tries to introduce the relationship between consumption styles and self-concept in consumer marketing programs and to contribute to the effectiveness of marketing programs from this point of view. Is. Customer relationship policies are currently used in three areas: interactive customer relationship, operational customer relationship, and analytical customer relationship. However, the psychological aspects and consumption style of consumers are the ignored aspects of this relationship. It seems that the current research tries to somehow reduce this gap and be effective in the development of the customer relationship process, especially in interactive customer relationship management. The results of this research in the field of fashion and clothing industry can help to develop customer relationship management strategies from the aspect of consumption and psychological styles. A person has his own and also his consumption styles. This research can be an initial model for consumer buying behavior. The components of self-concept and their relationship with consumption styles can predict the purchasing structure of people and the way they buy to some extent. For this reason, this research can be considered as an introduction for predicting the purchasing style of consumers. Now, according to the variables of the research, the current problem can be explained that the consumption style of people in choosing fashion and clothing depends on their self-concept and advertisements. When a person pays attention to himself and realizes his growth, the control factor becomes an internal factor, and he will no longer be able to control external factors. People who know themselves and have reached self-awareness can more easily describe themselves and their desires, both verbally and non-verbally. Sometimes, to transform oneself (self-concept), the self is seen in front of itself. Sometimes one aspect of (self-concept) is replaced with another aspect that is closer to it. Sometimes a person prevents the growth of (self-concept). Therefore, this research tries to answer the question of whether there is a relationship between self-concept and consumption and advertising styles.
Research Methodology
Since the purpose of this research was the relationship between self-concept and consumption styles through the mediating role of effective advertising in the fashion and women's clothing industry, the current research is descriptive of the type of correlation based on the structural equation model in terms of its practical purpose and the nature of the data. Therefore, in this research, the structural equation model and Warp PLS have been used to explain the desired relationships. The main tool for data collection is the questionnaire, which has 102 questions based on the investigated variables. To measure the effectiveness of advertisements, the standard questionnaire of Keshari et al. (2013), to measure the consumer dimensions, the researcher's questionnaire based on Waltz's approach, and to measure the dimensions of self-concept and the standard questionnaire of Chapman et al. (2003) were used. The statistical population in the present study includes the women of Isfahan City in 1400, whose number is unknown, for this reason, the statistical population was considered unlimited, and the sampling formula of the unlimited population was used. The reason that the statistical population was considered unlimited was that the researchers had to determine how many women in Isfahan have reached the point where they use the fashion and clothing industry. In this research, a purposeful method based on criteria was used for sampling. The reason why the purposeful method dependent on the criterion was used is that in this research, the researchers should have all styles of sample consumption available and the sample size should be sufficient. Therefore, researchers in order to have a sufficient sample. used criterion-related purposive sampling. In this way, the researchers selected a sufficient number of each consumer group, so the researchers tried to continue the process of collecting questionnaires until they had a sufficient number of questionnaires from each consumer group, so 896 questionnaires were collected, of which 426 questionnaires were collected, consumption styles They had their own uniqueness.
Findings
The findings of the research hypotheses showed that the dimensions of self-concept had an effect on the type of consumption style, and the effectiveness of advertisements had a mediating effect on some consumption styles, and advertising on the consumption style of thinkers had a mediating role, the coefficient of which was 0.161.
Discussion & Conclusion
The hypothesis of this research was that there is a relationship between self-concept and consumption styles, and there is a significant relationship between the effectiveness of advertising in the fashion and clothing industry from the perspective of a woman in Isfahan City. The results of the current research are directly aligned with Travdet (2014) and Ball (2015). These researchers have come to the conclusion that self-concept and its dimensions, real self and ideal self, had a direct impact on consumption styles and consumer behavior, and in general, the more eye-catching a product is (in terms of luxury/general), the real self-evaluation and ideal self. It has a greater impact on consumption styles and also the effectiveness of advertising was effective on self-concept. In the interpretation of this hypothesis, it should be said that the self-actualization and self-idealism of consumers have an effect. In other words, in relation to the clothing industry and fashion, consumption styles that were based on realism and conservative style and emphasized the existing situation and current image were related to self-actualization, among which we can mention the consumption style of believers, creators and thinkers. On the other hand, the consumption styles lead in the fashion and clothing industry, prompting the consumer to create an ideal image of himself or improves his actual self based on the ideal image which are related to the ideal self, among which we can mention the style of the experimenters. The style of the innovators in the clothing and fashion industry has been found to have a relationship with both self-reality and ideal. It means that when faced with the consumption style of innovators in clothing, people tend to have their true and ideal self. The reason is that the innovators consider two stages: 1) that their consumption style in the clothing industry has a meaningful relationship with their mentalities, views, attitudes and perceptions, which is related to their true self; 2) They are looking for innovation and finding new products in the field of clothing and fashion so that they can use these products and distinguish themselves or give ideal aspects of themselves, for this reason, the consumption style of innovators is related to both the individual's self, i.e. the actual self and the ideal self.