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Fake Love: Brand love in the context of counterfeits
, Kapil Khandeparkar
Published in Emerald Publishing
2018
Volume: 36
   
Issue: 6
Pages: 661 - 677
Abstract

Past research has shown that consumers develop a feeling of love for brands that help them in expresssing their self-identity. Along with buyers who purchase original brands, counterfeit-buyers can also develop this feeling for the original brands. Through multi-group SEM analysis, we find a number of differences in antecedents as well as outcomes in the two types of love. The results demonstrate that the two components of self-expressiveness (inner and social) affect the two types of love (real and fake) differently. Additionally, we also study how the two types of love influence+ WOM and brand resilience differently.

About the journal
JournalData powered by TypesetMarketing Intelligence and Planning
PublisherData powered by TypesetEmerald Publishing
ISSN0263-4503
Open AccessNo
Concepts (1)
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