Abstract/Description
This paper delves into the concept of self brand connection and the impact that brands have on the consumers self image. From this concept we explore the level of brand association that exists among the consumers for the counterfeit products and explains the effects of self branding like self enhancement and impression management that vary with the use of original and fake products.
Location
Room S1
Session Theme
Session 3: Services Marketing (Track: Consumer Behavior)
Session Type
Event
Session Chair
Dr. Wafica Ghoul, Dr. Mohammed Solaiman
Session Moderator
Dr. Huma Amir
Start Date
5-5-2012 2:30 PM
End Date
5-5-2012 4:20 PM
Recommended Citation
Khan, B. S. (2012). Student Colloquium: Self-brand connection for Levis jeans vs. counterfeit Levis jeans. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day1/8
Included in
Student Colloquium: Self-brand connection for Levis jeans vs. counterfeit Levis jeans
Room S1
This paper delves into the concept of self brand connection and the impact that brands have on the consumers self image. From this concept we explore the level of brand association that exists among the consumers for the counterfeit products and explains the effects of self branding like self enhancement and impression management that vary with the use of original and fake products.
Comments
Student Colloquium: Parallel Sessions
Session 3: Services Marketing
Track: Consumer Behavior