Crossing the border: Changes in the perception of brand image and self brand image

Migration has historically been a force that shapes societies, markets, consumption, personal and social values, and peoples' self-concepts. In this work, we analyze how migration affects the perception of self and if this change also influences how immigrants perceive brands from their home country. Using Aaker's brand personality scale both as a measure of brand image and self brand image, data was collected from representative samples of Mexican citizens living in Mexico City and Mexicans, or people of Mexican descent, living in the Dallas/Fort Worth metropolitan area. Our findings reveal that self brand image does change when immigrants cross borders and establish residence in a different country. We also find that the change in self brand image influences immigrants' perceptions of brands from their home country.