Luxury consumption in the trade-off between genuine and counterfeit goods: What are the consumers’ underlying motives and value-based drivers?

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 wh...

Full description

Saved in:
Bibliographic Details
Published inThe journal of brand management Vol. 19; no. 7; pp. 544 - 566
Main Authors Wiedmann, Klaus-Peter, Hennigs, Nadine, Klarmann, Christiane
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.05.2012
Palgrave Macmillan
Subjects
Brand image
Brands
Business and Management
Consumer behavior
Consumers
Consumption
Counterfeiting
Management
Marketing
Original Article
Perceptions
Product development
Retailing industry
Studies
unethical consumer behavior
luxury brands
customer value perception
counterfeiting
Online AccessGet full text

Cover

More Information
Summary: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.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2012.10