[Author's original abstract]

We are not aware of any studies which have addressed this research question. Hence, the purpose of the present study is to explore the relative importance of actual and ideal self on emotional brand image in the context of brand user-imagery. The study focuses on the following two research objectives, in the context of brand user-imagery: (1) to understand the influence of perceived actual self on emotional brand attachment, and (2) to establish the influence of perceived ideal self on emotional brand attachment.