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Although desirable brands may positively affect impressions of its owner, brand ownership may also evoke negative reactions if a brand’s image is seen as incongruent with the brand owner. An experimental study tests the influence of physical attractiveness of a brand owner and observers’ level of materialism on the transference of brand sophistication onto a brand owner. Brand sophistication and physical attractiveness are manipulated and levels of materialism are measured. Results suggest that attractive brand owners are generally perceived as sophisticated, regardless of brand sophistication or observers’ materialism. For less attractive brand owners, owning a sophisticated brand may backfire, and decrease perceptions of sophistication, particularly when the observer is materialistic. Implications are that desirable brands are most likely to increase liking of brand owners when the brand fits the owner, and that owning desirable brands may backfire for lower levels of fit.