This study investigated the relationship between self-image, brand image, and brand loyalty by asking whether people use products to enhance self-image. Subjects described themselves on an adjective checklist, then listed product brands to which they consider themselves loyal or not loyal. One month later, using the same adjective checklist, subjects described the type of person who would buy a particular brand to which they are loyal and a brand to which they are not loyal for both gender and non-gender related products. Significant differences between the two groups and a high correlation between self and product user ratings, were found.