Does Exposure to Counterfeits Influence Quality Perceptions and Satisfaction of Carried Luxury Brands? a Cross-Cultural Comparison

Lei Song, LeBow College of Business, Drexel University, USA
Yan Meng, Baruch College, Graduate Center, the City University of New York (CUNY) USA
Rajneesh Suri, LeBow College of Business, Drexel University
Two studies show that brand evaluation towards consumers’ carried luxury brands is negatively affected by exposure to counterfeits of the same products for consumers of independent culture but not interdependent culture. The perceived quality moderated mediates the effect of counterfeits on consumers’ brand evaluation, overall satisfaction, and future purchase intention.
[ to cite ]:
Lei Song, Yan Meng, and Rajneesh Suri (2014) ,"Does Exposure to Counterfeits Influence Quality Perceptions and Satisfaction of Carried Luxury Brands? a Cross-Cultural Comparison", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 811-811.