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L’achat complice de contrefaçons de luxe en tant qu’expérience de consommation : quand la raison rencontre les sentiments

Author

Listed:
  • Anne-Flore Maman-Larraufie

    (ESSEC Business School)

Abstract

The experiential aspect of purchasing non-deceptive luxury counterfeits: when sense meets sensibility Counterfeiting is a key issue for luxury brands, especially in terms of potential negative impact on their brand image. We examine the non-rational feature of knowingly purchasing a fake luxury product, researching its expe- riential aspect, through the analysis of 24 in-depth interviews. The social, playful, exotic and sensory dimensions are identified. Interactions and evolutions between these factors are discussed and potential implications for decision and policy-makers are presented, to help them design more suitable anti-counterfeiting communication campaigns.

Suggested Citation

  • Anne-Flore Maman-Larraufie, 2015. "L’achat complice de contrefaçons de luxe en tant qu’expérience de consommation : quand la raison rencontre les sentiments," Post-Print hal-02309631, HAL.
    • Handle: RePEc:hal:journl:hal-02309631
    DOI: 10.7193/DM.080.35.52
    as

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