From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch?
This paper tries to understand what would make consumers of fake luxury switch to genuine consumption. A discourse and semiotic analyses of data collected through depth-interviews identified four types of consumers holding different motivations for consuming fakes, three of them ready to switch consumption, if provided with identified necessary conditions.
Anne-Flore Maman Larraufie (2012) ,"From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 632-632.
Anne-Flore Maman Larraufie, INSEEC & SemioConsult, France
NA - Advances in Consumer Research Volume 40 | 2012
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