IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2014v3i1p59-70.html
   My bibliography  Save this article

Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy

Author

Listed:
  • Kapferer, Jean-Noël

    (HEC Paris, France)

  • Michaut, Anne

    (HEC Paris, France)

Abstract

Counterfeiting constitutes a problem for the luxury industry, one that has arisen in recent years, parallel to the growth of the industry itself. This paper argues that counterfeit purchases stem from a boomerang effect of luxury brands’ ongoing strategy to attract more consumers. To grow in volume, luxury brands offer more accessible and conspicuously branded products. Exclusivity and exceptional quality — the core values of luxury — have been violated by these lower-cost products. The focus has moved from true values — quality of craftsmanship — to superficial ones such as logo conspicuousness. Beyond making good copies easier to produce, this may have increased cynicism among consumers and lessened the moral barriers attached to the purchase of counterfeit products. A study on 966 actual luxury consumers shows indeed that negative ethical judgments about luxury and perception of luxury as being superficial are strong predictors of luxury counterfeit purchasing.

Suggested Citation

  • Kapferer, Jean-Noël & Michaut, Anne, 2014. "Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(1), pages 59-70, April.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:1:p:59-70
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/846/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/846/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    luxury; counterfeit; ethics; trading down; sustainable development;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2014:v:3:i:1:p:59-70. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.