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
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
Saving for Experiences Versus Material Goods
Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA