Luxury consumption in the trade-off between genuine and counterfeit goods

What are the consumers' underlying motives and value-based drivers?

authored by

Klaus Peter Wiedmann, Nadine Hennigs, Christiane Klarmann

Abstract

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.

Organisation(s)

Institute of Marketing und Management

Type

Article

Journal

Journal of Brand Management

Volume

19

Pages

544-566

No. of pages

23

ISSN

1350-231X

Publication date

02.03.2012

Publication status

Published

Peer reviewed

Yes

ASJC Scopus subject areas

Strategy and Management, Marketing

Sustainable Development Goals

SDG 12 - Responsible Consumption and Production

Electronic version(s)

https://doi.org/10.1057/bm.2012.10 (Access: Closed)