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Why Do Consumers Buy Counterfeit Luxury Brands
| Content Provider | Semantic Scholar |
|---|---|
| Author | Wilcox, Keith Kim, Hyeong Min Sen, Sankar |
| Copyright Year | 2009 |
| Abstract | Abstract This research demonstrates that consumers' desire for counterfeit luxury brands hinges on the social motivations (i.e., to express themselves and/or to fit in) underlying their luxury brand preferences. In particular, the authors show that both consumers' preferences for a counterfeit brand and the subsequent negative change in their preferences for the real brand are greater when their luxury brand attitudes serve a social-adjustive rather than a value-expressive function. In addition, consumers' moral beliefs about counterfeit consumption affect their counterfeit brand preferences only when their luxury brand attitudes serve a value-expressive function. Finally, the authors demonstrate that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions. |
| Starting Page | 247 |
| Ending Page | 259 |
| Page Count | 13 |
| File Format | PDF HTM / HTML |
| DOI | 10.1509/jmkr.46.2.247 |
| Volume Number | 46 |
| Alternate Webpage(s) | https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/5683/counterfeit_luxury_brands.pdf |
| Alternate Webpage(s) | http://www.acrwebsite.org/volumes/la/v2_pdf/laacr_vol2_36.pdf |
| Alternate Webpage(s) | https://doi.org/10.1509/jmkr.46.2.247 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
