I Am a Fashionista and I (Think) I Know It: the Role of Fashion Knowledge in Preferences For Counterfeits

We investigate the role of fashion knowledge in consumers’ preference for counterfeits. Across four studies, we demonstrate how low fashion-knowledge consumers, relative to high fashion-knowledge consumers, have a more positive reaction to counterfeits because they feel flattered. Moreover, ownership of the real brand plays a moderating role, enhancing positive reactions.



Citation:

Ludovica Cesareo and Silvia Bellezza (2017) ,"I Am a Fashionista and I (Think) I Know It: the Role of Fashion Knowledge in Preferences For Counterfeits", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 558-560.

Authors

Ludovica Cesareo, University of Pennsylvania, USA
Silvia Bellezza, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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