What’S in a Logo? Exploring Motivations to Purchase Counterfeit Brands

Keith Wilcox, Baruch College/CUNY Graduate Center, USA
Hyeong Min Kim, Baruch College/CUNY, USA
Sankar Sen, Baruch College/CUNY, USA
The purpose of this research is to explore the motivational factors underlying consumers’ counterfeit brand purchases. In three studies, we demonstrate that individuals whose attitudes serve primarily a social-adjustive function (i.e., high self monitors) are more likely to purchase counterfeit luxury goods compared to those whose attitudes serve primarily a value-expressive function (i.e. low self monitors). Also, high self monitors are more sensitive than low self-monitors to the extent to which the counterfeit conveys status.
[ to cite ]:
Keith Wilcox, Hyeong Min Kim, and Sankar Sen (2007) ,"What’S in a Logo? Exploring Motivations to Purchase Counterfeit Brands", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 700.