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

  • Siham Mourad

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

  • P. Valette-Florence

    ((Axe de recherche : Marketing) - CERAG - Centre d'études et de recherches appliquées à la gestion - Grenoble 2 UPMF - Université Pierre Mendès France - CNRS - Grenoble 2 UPMF - Université Pierre Mendès France - IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Grenoble 2 UPMF - Université Pierre Mendès France)

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    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.

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    Paper provided by HAL in its series Post-Print with number halshs-00660417.

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    Date of creation: 2011
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    Handle: RePEc:hal:journl:halshs-00660417
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    1. Bush, Ronald F. & Bloch, Peter H. & Dawson, Scott, 1989. "Remedies for product counterfeiting," Business Horizons, Elsevier, vol. 32(1), pages 59-65.
    2. Nill, Alexander & Shultz, Clifford II, 1996. "The scourge of global counterfeiting," Business Horizons, Elsevier, vol. 39(6), pages 37-42.
    3. Swami, Viren & Chamorro-Premuzic, Tomas & Furnham, Adrian, 2009. "Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(5), pages 820-825, October.
    4. Harvey, Michael, 1988. "A new way to combat product counterfeiting," Business Horizons, Elsevier, vol. 31(4), pages 19-28.
    5. 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.
    6. Grossman, Gene M & Shapiro, Carl, 1988. "Foreign Counterfeiting of Status Goods," The Quarterly Journal of Economics, MIT Press, vol. 103(1), pages 79-100, February.
    7. Wilke, Ricky & Zaichkowsky, Judith Lynne, 1999. "Brand imitation and its effects on innovation, competition, and brand equity," Business Horizons, Elsevier, vol. 42(6), pages 9-18.
    8. Steven Globerman, 1988. "Addressing International Product Piracy," Journal of International Business Studies, Palgrave Macmillan, vol. 19(3), pages 497-504, September.
    9. Bian, Xuemei & Moutinho, Luiz, 2009. "An investigation of determinants of counterfeit purchase consideration," Journal of Business Research, Elsevier, vol. 62(3), pages 368-378, March.
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