Coping with copies! A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers

Cecile Chamaret, Julia Pueschel and Béatrice Parguel ()
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research explores why affluent Emiratis would consume counterfeit luxury products. A fist exploratory quantitative study confirms that Emiratis do purchase counterfeit luxury products ans shows that they associate important performance ans psychosocial risks with counterfeit consumption. Based on 19 in dept interviews, a follow-up qualitative study confirms the prception of performance and psychosocial risks and identifies strategies Emiratis apply to cope with the cognitive dissonance that accors from the perception of these risks. The findings are of major interest for local public policy makers fighting counterfeiting

Keywords: Contrefaçon; Marketing; Luxe; Forgery (search for similar items in EconPapers)
Date: 2016-04
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Published in Monaco Symposium on Luxury, Apr 2016, Monaco, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01415450

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