Is the Internet a New Eldorado For Counterfeits?

This research explores to what extent reputation and type of retailer affect consumers' evaluation and purchase intention of original goods, counterfeits and imitations in the luxury industry. Two exploratory studies investigate consumers' attitude toward counterfeits and imitations and highlight barriers of purchasing those types of products. The next step of our research consists in a new experiment, including four different types of distribution channels (original vs. well known vs. unknown website vs. an illustration of a market) and personal variables in order to describe more precisely the counterfeit buyer. The main contribution lies in the identification of who buys counterfeits and through what channel much more than why.


Bruno Kocher, Brigitte Muller, Vincent Chauvet, and Bjoern Ivens (2008) ,"Is the Internet a New Eldorado For Counterfeits?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 971-971.


Bruno Kocher, University of Lausanne, Switzerland
Brigitte Muller, University of Lausanne, Switzerland
Vincent Chauvet, University of Savoie, France
Bjoern Ivens, University of Lausanne, Switzerland


NA - Advances in Consumer Research Volume 35 | 2008

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