“The ‘Real’ Value of Fakes: Network-Based Subcultures of Brand Appropriations and the Implications For Consumer-Brand Relationships”
Marketers fear counterfeits, assuming that consumers will not buy the authentic good. Preliminary findings indicate that this is not always true. I conducted a longitudinal ethnography in two markets: 1) the socially-embedded “purse party”, and 2) the atomistic “street vendor”. Consumers in an embedded market exhibited a high propensity to later purchase the authentic brand (controlling for prior purchase). I argue that networks and pseudo-access to the brand increase aspiration for the brand. These consumers had never purchased the brand (“too smart to be label-conscious”), and they made negative attributions to those who do (“frivolous”). However, these consumers renegotiate their in-group identity as their aspiration for the brand increases. This research contributes to “pseudo-endowment” research that shows actual possession is not a prerequisite for endowment effects.
Renee Ann Richardson (2007) ,"“The ‘Real’ Value of Fakes: Network-Based Subcultures of Brand Appropriations and the Implications For Consumer-Brand Relationships”", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 333-336.
Renee Ann Richardson, Harvard Business School, USA
E - European Advances in Consumer Research Volume 8 | 2007
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA