Research Purpose This study is to clarify the image of luxury brand advertising is not equal to brand image completely, and the main purpose is to understand whether self-image congruence with luxury brand advertisement can affect the consumers’ brand loyalty. Research Background In earlier days, luxury brands were the preserve of the privileged few. But now they have become more affordable to consumers who are belong to middle-market with the problem of mass production largely solved. Now days, luxury brands play an increasingly important role in profit generation for global corporations. Atwal and Williams (2009) indicated that experiences are the central of luxury brand consumption activity, and the emotional, cognitive, and relational factors are important for luxury brand marketing. Thus, brand image is one of the most important factors for luxury brand. And, lots of scholars have proved that luxury brand has a significant positive effect on consumer purchase intention. Meenaghan (1995) identified that imagery advertising is one of the principle components of image creation. However, whether the image of the advertising is completely equal to the brand image? Most of the prior studies are only focusing on the brand image but neglect the image of the luxury brand advertising. Thus, this study is trying to emphasize the role of the image of luxury brand advertising and fill the prior research gaps. Hypotheses Theredistinguish the brand image and the advertisement image. Second is to compare the self-image with both brand image and advertisement image to understand the self-image congruence comprehensively. For the sample, we chose convenience sampling method and handed out 300 questionnaires. The totals of 248 questionnaires were used for analysis except for responses that said they had no experience of luxury brand consumption and have response error. Sample of respondents are consisting of 75% of females and 25% of males. The average of respondent's age was from 20 years old to 30 years old. The structural equation modeling (SEM) approach was used to validate the research model. Research Results As assumed in hypotheses, self-image congruence with luxury brand advertisement will increase consumers’ empathy to the advertisement and luxury brand esteem. Empathy to the advertisement and brand esteem will increase the luxury brand loyalty. Implications This study focus on the image of luxury brand advertisement and proved importance of congruence between self-image and the image of luxury brand advertisement. It is important for marketers not only just use advertisement to form the brand image but also should use the advertisement to match the target consumers’ self-image.

The purpose of this study is to examine the brand image and county of manufacture(COM) effect on brand luxury index, especially when the acquirer brand is afflicted by a low brand image and the acquired brand enjoys a high brand image. There were 248 responses in Taiwan (low image differences were gathered from 119 respondents and high image differences were gathered from 129 respondents). The results indicate that brand image have a positive influence on every dimension of brand luxury, while the better the luxury brand image acquired by one with an inferior image, the more the brand luxury will increase. Regarding the COM effect, the better COM image the acquirer move to, the more the brand luxury will increase. In addition, brand image and COM have interactive effect.