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Motivations for Counterfeit Luxury Consumption

Author

Listed:
  • Shreyash Sahu

    (Indian Institute of Management Kozhikode)

  • Nivedita Bhanja

    (Indian Institute of Management Kozhikode)

  • Anubha Sekhar Sinha

    (Indian Institute of Management Kozhikode)

Abstract

Counterfeiting has continued to pose a danger to legitimate businesses across the world with billions lost in revenue, the impact of such unlawful actions on luxury brands' public perception is a point of contention. The purpose of this research is to look at the current counterfeit literature and see how counterfeit theory has evolved through time. Increasing our understanding of the motivations that influence the counterfeit industry's demand and supply. This study also focuses on key theories and perspectives that explain and influence counterfeit consumption. The study will include a systematic literature review as well as primary data collection in order to identify how the general public understands counterfeit and compare it to definitions found in the literature. The study will also highlight critical findings related to counterfeit consumption, as well as use the data collected and main emerging themes to propose policy recommendations that marketers can use to protect their brands' interests.

Suggested Citation

  • Shreyash Sahu & Nivedita Bhanja & Anubha Sekhar Sinha, 2024. "Motivations for Counterfeit Luxury Consumption," Working papers 588, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:588
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    File URL: https://iimk.ac.in/uploads/publications/IIMKWPS588MM202401.pdf
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