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Love for Luxury, Preference for Counterfeits –A Qualitative Study in Counterfeit Luxury Consumption in China

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  • Ling Jiang
  • Veronique Cova

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

The aim of this study is to deepen the understanding of luxury counterfeit consumption by using the theories of luxury. This study is an interpretative qualitative research in which the social and personal meanings of luxury counterfeit consumption are explored. Both luxury and counterfeit provide a successful meaning transference. A good counterfeit can be regarded as the substitute good of luxury, which provides social meanings (conformity/status seeking/face saving), whereas it may also operate on a personal level (brand experience/fashion/adventure). The process of purchasing and consumption is fun and enjoyable due to the illegal nature of counterfeit. The research aspires to shed light on the essence of counterfeit in a brand perspective.

Suggested Citation

  • Ling Jiang & Veronique Cova, 2012. "Love for Luxury, Preference for Counterfeits –A Qualitative Study in Counterfeit Luxury Consumption in China," Post-Print hal-02062369, HAL.
    • Handle: RePEc:hal:journl:hal-02062369
    DOI: 10.5539/ijms.v4n6p1
    Note: View the original document on HAL open archive server: https://hal.science/hal-02062369
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    References listed on IDEAS

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    Cited by:

    1. Priporas, Constantinos-Vasilios & Chen, Yan & Zhao, Shasha & Tan, Hui, 2020. "An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Maria Rosita Cagnina & Marta Cosmina & Gianluigi Gallenti & Francesco Marangon & Federico Nassivera & Stefania Troiano, 2018. "The role of information in consumers? behavior: A survey on the counterfeit food products," Economia agro-alimentare, FrancoAngeli Editore, vol. 20(2), pages 221-231.
    3. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    4. Shan, Juan & Jiang, Ling & Cui, Annie Peng, 2021. "A double-edged sword: How the dual characteristics of face motivate and prevent counterfeit luxury consumption," Journal of Business Research, Elsevier, vol. 134(C), pages 59-69.
    5. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.

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