How do self-brand-congruity and emotional brand attachment affect the patronage of original and counterfeited luxury branded products?

Purpose The purpose of this study is to investigate the influence of self-brand-congruity (SBC) (actual, ideal, social and ideal-social) on emotional brand attachment (EBA) and subsequently on consumers’ patronage behaviour towards original and counterfeited luxury branded products in the UK, addressing mixed results inconsistencies in existing literature. By examining the impact of these variables, this research seeks to provide valuable insights into consumer–brand dynamics and shed light on the factors shaping consumer decision in the context of original and counterfeited luxury branded products. Design/methodology/approach Adopting a positivist approach, the study uses a quantitative research design with structural equation modelling to test the formulated hypotheses. Data were collected from 421 consumers in the UK via an online survey administered through JISC online software. Findings To the best of the author’s knowledge, this research is among the first to reveal significant relationships between the dimensions of SBC (actual, social and ideal-social) and EBA. The findings of this research highlight the significant role of EBA in influencing consumer patronage behaviour. Specifically, it exerts a positive impact on patronage of original luxury brands, while providing an evidence of a negative effect on the demand for counterfeit alternatives. Research limitations/implications The study focused on four specific product categories (apparel, bags, scarfs and wallets) and examined the top five heavily counterfeited fashion luxury brands (Louis Vuitton, Chanel, Hermes, Gucci and Burberry). While the findings provide valuable insights, future research should consider expanding the scope to include other brands and product categories prone to counterfeiting, such as fast-fashion brands, electronic devices and luxury watches. Also, a further study could compare how past purchase (original vs counterfeit) and product price points impact consumer attitudes and involvement levels. Practical implications Marketers and brand protection managers can strategically align a brand’s personality with consumers’ self-concepts (actual, social and ideal-social) to enhance EBA, which can boost patronage of original luxury brands and reduce counterfeit purchases. Originality/value This research advances current literature by comprehensively measuring all four dimensions of SBC – actual, ideal, social and ideal-social – and using a multidimensional construct of EBA that captures affection, passion and connection. By examining both concurrent and exclusive ownership, the study reveals nuanced insights into consumer–brand relationships in both original and counterfeit luxury contexts, offering fresh perspectives on the dynamics between original and counterfeited luxury branded products.