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

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.


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.


Keith Wilcox, Baruch College/CUNY Graduate Center, USA
Hyeong Min Kim, Baruch College/CUNY, USA
Sankar Sen, Baruch College/CUNY, USA


NA - Advances in Consumer Research Volume 34 | 2007

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