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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.

Authors

Nelson Amaral, University of Minnesota, USA
Barbara Loken, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.