I'm no expert in the psychology of identity. But I did read a fascinating book that discussed consumer identity:
Consumer research has extensively examined how interactions with products help consumers to shape their identities and selves. Product design, for instance, can elicit infatuation in object–consumer relations. Consumers may become attached and develop relationships to specific material objects, independently of these objects' brands.
This sort of rhetorical appeal was pioneered in the US by Edward Bernays, a nephew of Sigmund Freud:
Edward Louis Bernays... was an American theorist, considered a pioneer in the field of public relations and propaganda, and referred to in his obituary as "the father of public relations". His best-known campaigns include a 1929 effort to promote female smoking by branding cigarettes as feminist "Torches of Freedom", and his work for the United Fruit Company in the 1950s, connected with the CIA-orchestrated overthrow of the democratically elected Guatemalan government in 1954. He worked for dozens of major American corporations including Procter & Gamble and General Electric, and for government agencies, politicians, and nonprofit organizations.
Identity psychology is an important subdiscipline of psychology:
The psychology of self and identity is a subfield of psychology. As the name implies, it deals with topics pertaining to both self and identity. Key areas of investigation include self-concept, self-esteem, and self-control.
And is of key interest to philosophers of mind since it begs the question, what exactly are the self, ego, self-esteem, etc.
So, the questions you put forth are of interest to philosophers of mind, philosophers of psychology, psychologists, rhetoricians, marketing personnel, and those who study propaganda.