Consumer researchers are aware of the fact that people consume in a manner that is directly proportional to their sense of self. Consumers use brands and possessions as a means of creating their self-identities and communicating their identities to other people. The question of how customer identity influences the behavior of consumers is at the forefront of marketing research. To address this question, it is important to consider theoretical frameworks since customers play an active role in selecting and shaping identities. This essay will examine marketing news about the Diesel clothing brand by examining the cultural perspective of online bullying.