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.
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