Why do consumers buy counterfeit luxury brands?

Keith Wilcox, Hyeong Min Kim, Sankar Sen

Research output: Contribution to journalArticlepeer-review

340 Scopus citations

Abstract

This research demonstrates that consumers' desire for counterfeit luxury brands hinges on the social motivations (i.e., to express themselves and/or to fit in) underlying their luxury brand preferences. In particular, the authors show that both consumers' preferences for a counterfeit brand and the subsequent negative change in their preferences for the real brand are greater when their luxury brand attitudes serve a social-adjustive rather than a value-expressive function. In addition, consumers' moral beliefs about counterfeit consumption affect their counterfeit brand preferences only when their luxury brand attitudes serve a value-expressive function. Finally, the authors demonstrate that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.

Original languageEnglish (US)
Pages (from-to)247-259
Number of pages13
JournalJournal of Marketing Research
Volume46
Issue number2
DOIs
StatePublished - Apr 2009
Externally publishedYes

Keywords

  • Advertising
  • Attitude functions
  • Counterfeiting
  • Luxury brands
  • Social identity

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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