N2. the Devil Wears Fake Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Applying the dual envy theory to understand why consumers deliberately intend to purchase non-deceptive luxury counterfeits, we posit that benign enviers intend to purchase such counterfeits when they cannot afford the original, whereas malicious enviers are driven to purchase such counterfeits by a desire to punish the unfair original brand.
Tanvi Gupta and Preeti Krishnan Lyndem (2018) ,"N2. the Devil Wears Fake Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 908-908.
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore
NA - Advances in Consumer Research Volume 46 | 2018
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