Peculiarities of the Relationship Between Self-Esteem and the Propensity to Buy Brands Impulsively for Men and Women

The aim of this study is to determine the characteristics of the relationship between self-esteem and the propensity to buy brands impulsively among men and women. The study of this relationship is relevant, since it is important to obtain knowledge about impulsive consumer behavior for the field of marketing and psychology, especially from the point of view of the issue related to gender differences in impulsive behavior and the role of self-esteem. The study methods are the questionnaire «Impulsiveness: impulse buying tendency», the Rosenberg's Self-Esteem Scale and the special questionnaire which were sent to 210 respondents on social media. The final sample was 162 people. The study provided an opportunity to revise the previously existing theoretical and empirical results. The hypotheses were not confirmed. A positive link was found in both cases between impulse buying and impulse buying of brands. A significant negative association was found between impulsive brand buying and self-esteem among men. There was no link between self-esteem and impulsive brand buying among women. There is a need to conduct further research with program modifications in order to identify other influencing factors, develop new patterns and improve the understanding of impulse buying of brands. Key words: self-esteem, impulse buying, brands, gender characteristics.