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Student Colloquium: Self-Brand Connection For Levis Jeans Vs. Counterfeit Levis Jeans, Bilal Shah Khan

International Conference on Marketing

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.