Counterfeit Luxury Brand Consumption: Morality Vs Pleasure

Over the years luxury market has grown dramatically. Counterfeits flourished in pace with global marketing efforts of luxury brands and people’s desire for luxury. Existing studies on counterfeits focused on moral values and regulatory framework and rarely compared if the same factors, affective and cognitive, drive both authentic and counterfeit buyers of luxury brands. For the purpose of the study, independent and interdependent self-construals, self-directed pleasure, self gift-giving, and brand identification were chosen to represent emotional dimensions, and product, social and moral purchasing factors were chosen to examine the rational aspect of luxury brand consumption.

Citation:

Rosa Chun (2017) ,"Counterfeit Luxury Brand Consumption: Morality Vs Pleasure", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 91-92.