Abstract
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 language | English |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | From Revolution to Revolutions |
| Editors | F. Kerrigan |
| Place of Publication | Helensburgh |
| Publisher | Academy of Marketing |
| Pages | 164-165 |
| Number of pages | 2 |
| ISBN (Electronic) | 9781399958042 |
| Publication status | Published - 3 Jun 2023 |
| Event | AM2023: From Revolution to Revolutions - University of Birmingham, Birmingham, United Kingdom Duration: 3 Jul 2023 → 6 Jul 2023 https://academyofmarketing.org/am2023-conference/ |
Conference
| Conference | AM2023 |
|---|---|
| Country/Territory | United Kingdom |
| City | Birmingham |
| Period | 3/07/23 → 6/07/23 |
| Internet address |