The Impact of Branding Strategies on Original and Counterfeited Luxury Brand Patronage

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This study examines the impact of actual, ideal, social, and ideal-social self-brand-congruity on emotional brand attachment and the patronage of original and counterfeited luxury brands. It aims to address the gap in understanding the relationship between self-brand-congruity and emotional brand attachment by considering both social and ideal-social selves. The study findings could provide practitioners with insight on how to use branding strategies to enhance consumer-brand relationships and combat counterfeits.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium
Subtitle of host publicationFrom Revolution to Revolutions
EditorsF. Kerrigan
Place of PublicationHelensburgh
PublisherAcademy of Marketing
Number of pages2
ISBN (Electronic)9781399958042
Publication statusPublished - 3 Jun 2023
EventAM2023: From Revolution to Revolutions - University of Birmingham, Birmingham, United Kingdom
Duration: 3 Jul 20236 Jul 2023


Country/TerritoryUnited Kingdom
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