The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections

Praneet Randhawa, Roger J. Calantone and Clay M. Voorhees

Journal of Business Research, 2015, vol. 68, issue 11, 2395-2403

Abstract: Over the past two decades, the counterfeiting industry has cost U.S. manufacturers over $200 billion. In this study, we extend current research on consumers' willingness to purchase counterfeit products by demonstrating that consumers' need to build their self-concept via selfbrand connection directly impact consumers' willingness to purchase counterfeits and these effects are moderated by value consciousness and openness to experience. As a result, our findings move beyond simple assessments of the impact of demographics and social norms to provide a deeper understanding of why and when consumers purchase counterfeit goods. The findings provide new insights that luxury brand managers could leverage to proactively combat counterfeiting and begin curtailing their losses due to the sale of fake goods.

Keywords: Luxury brand counterfeits; Self–brand connection; Impulsive buying; Value consciousness; Openness to experience (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:11:p:2395-2403

DOI: 10.1016/j.jbusres.2015.02.022

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