Original paper
Why Do Consumers Buy Counterfeit Luxury Brands?
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...
Paper Details
Title
Why Do Consumers Buy Counterfeit Luxury Brands?
Published Date
Apr 1, 2009
Volume
46
Issue
2
Pages
247 - 259
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Notes
History