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The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience

Author

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  • Siham Mourad

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

A large number of studies on counterfeiting explore consumer behaviors in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our research attempts to contribute to this field by studying strategies adopted by luxury brand consumers in the face of counterfeiting (Commuri 2009). To do so, we use the concept of an "experience of another self" in buying a product (Dampérat et al., 2002), which focuses on personal and social objects of consumption.

Suggested Citation

  • Siham Mourad & Pierre Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.
    • Handle: RePEc:hal:journl:halshs-00660417
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00660417
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    References listed on IDEAS

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    3. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
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    Cited by:

    1. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.

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    Keywords

    Counterfeit consumption; Luxury brand; Consumption experience;
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