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

Stephanie Haddad

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

Stephanie Haddad

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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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	https://academyofmarketing.org/am2023-conference/

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https://academyofmarketing.org/am2023-conference/

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title = "The Impact of Branding Strategies on Original and Counterfeited Luxury Brand Patronage",

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.",

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year = "2023",

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language = "English",

pages = "164--165",

editor = "F. Kerrigan",

booktitle = "Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium",

publisher = "Academy of Marketing",

address = "United Kingdom",

note = "AM2023 : From Revolution to Revolutions ; Conference date: 03-07-2023 Through 06-07-2023",

url = "https://academyofmarketing.org/am2023-conference/",

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Haddad, S 2023, The Impact of Branding Strategies on Original and Counterfeited Luxury Brand Patronage. in F Kerrigan (ed.), Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions., 183 - 0, Academy of Marketing, Helensburgh, pp. 164-165, AM2023, Birmingham, United Kingdom, 3/07/23. <https://academyofmarketing.org/am2023-conference/>

The Impact of Branding Strategies on Original and Counterfeited Luxury Brand Patronage. / Haddad, Stephanie.
Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions. ed. / F. Kerrigan. Helensburgh: Academy of Marketing, 2023. p. 164-165 183 - 0.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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BT - Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium

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

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