To understand how brands play a powerful role in the changing lifestyle patterns of young consumers, it is important to explore some psychological core factors. The impact of self-concept theory is inextricably connected to these consumers’ brand perceptions and brand choice. Using the principles of self-congruity that discusses the congruence of product/brand image and self-concept (Sirgy 982), many researchers have suggested that consumers’ attitudes and loyalty are driven by self consistence (how a consumer views himself or herself) and social confirmation (how a consumer believes others view him or her), and these concepts parallel the real and looking-glass selves replete in the consumer literature to date (Erz et al. 2018; He and Mukherjee 2007) . The goal of this article is to explore the impact of the self-concepts among global young consumers to develop a conceptual framework that assists brand managers to leverage these psychological factors in developing brand loyalty. The also study accommodates brand connections to support the congruity effects between self/gender consciousness and brand perceptions, and further examine how brand connections lead to brand knowledge and then further enhance brand attitudes and brand loyalty.