Journal
JOURNAL OF BRAND MANAGEMENT
Volume 19, Issue 7, Pages 544-566Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/bm.2012.10
Keywords
unethical consumer behavior; counterfeiting; luxury brands; customer value perception
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The significant growth of luxury consumption in recent decades has been accompanied by a prevalence of pirated and counterfeited goods. Given that the market for counterfeits relies on consumers' desire for real luxury brands, it is critical for researchers and marketers to understand the reasons why consumers buy genuine luxury brands, what they believe real luxury is, and how their perception of luxury value affects their buying behavior in the trade- off between authentic or counterfeit products. Based on a comparison of studies that provides a holistic view of the phenomenon of counterfeit consumption and a comprehensive model, the key drivers of perceived value will be defined, helping to reduce the complexity of counterfeit consumption and enable the development of customized countermeasures.
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