The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience
AbstractA 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.
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Date of creation: 2011
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Counterfeit consumption; Luxury brand; Consumption experience;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-01-25 (All new papers)
- NEP-COM-2012-01-25 (Industrial Competition)
- NEP-IND-2012-01-25 (Industrial Organization)
- NEP-MKT-2012-01-25 (Marketing)
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