L’achat complice de contrefaçons de luxe en tant qu’expérience de consommation: quand la raison rencontre les sentiments

Anne-Flore Maman-Larraufie
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Anne-Flore Maman-Larraufie: ESSEC Business School

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Abstract: The experiential aspect of purchasing non-deceptive luxury counterfeits: when sense meets sensibility Counterfeiting is a key issue for luxury brands, especially in terms of potential negative impact on their brand image. We examine the non-rational feature of knowingly purchasing a fake luxury product, researching its expe- riential aspect, through the analysis of 24 in-depth interviews. The social, playful, exotic and sensory dimensions are identified. Interactions and evolutions between these factors are discussed and potential implications for decision and policy-makers are presented, to help them design more suitable anti-counterfeiting communication campaigns.

Keywords: non-deceptive counterfeiting; luxury products; depth interviews; experiential consumption; consu- mer behavior; contrefaçon complice; produits de luxe; entretiens en profondeur; consommation expérientielle; com- portement du consommateur (search for similar items in EconPapers)
Date: 2015-12-14
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Published in Décisions Marketing, 2015, 80, pp.35-52. ⟨10.7193/DM.080.35.52⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309631

DOI: 10.7193/DM.080.35.52

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