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

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  • Siham Mourad

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

  • P. Valette-Florence

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

Abstract

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.

Suggested Citation

  • Siham Mourad & P. Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.
  • Handle: RePEc:hal:journl:halshs-00660417 Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00660417
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    References listed on IDEAS

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    1. 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.
    2. Steven Globerman, 1988. "Addressing International Product Piracy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(3), pages 497-504, September.
    3. Harvey, Michael, 1988. "A new way to combat product counterfeiting," Business Horizons, Elsevier, vol. 31(4), pages 19-28.
    4. Gene M. Grossman & Carl Shapiro, 1986. "Foreign Counterfeiting of Status Goods," NBER Working Papers 1915, National Bureau of Economic Research, Inc.
    5. Gene M. Grossman & Carl Shapiro, 1988. "Foreign Counterfeiting of Status Goods," The Quarterly Journal of Economics, Oxford University Press, vol. 103(1), pages 79-100.
    6. 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.
    7. Nill, Alexander & Shultz, Clifford II, 1996. "The scourge of global counterfeiting," Business Horizons, Elsevier, vol. 39(6), pages 37-42.
    8. 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.
    9. 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.
    10. Bush, Ronald F. & Bloch, Peter H. & Dawson, Scott, 1989. "Remedies for product counterfeiting," Business Horizons, Elsevier, vol. 32(1), pages 59-65.
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    Cited by:

    1. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.

    More about this item

    Keywords

    Counterfeit consumption; Luxury brand; Consumption experience;

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