Brand Dilution: the Impact of the User of Counterfeits on Genuine Brand Perceptions and the Moderating Role of Social Class

Nelson Amaral, University of Minnesota, USA
Barbara Loken, University of Minnesota, USA
The effects of observing others using counterfeit luxury products on perceptions of the genuine brand are examined in four studies. Results show more favorable prestige beliefs and attitudes when the counterfeit product is used by an in-group (versus an out-group) social class member.
[ to cite ]:
Nelson Amaral and Barbara Loken (2012) ,"Brand Dilution: the Impact of the User of Counterfeits on Genuine Brand Perceptions and the Moderating Role of Social Class", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.