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THE EFFECTS OF COUNTERFEIT ON LUXURY BRAND BUYING BEHAVIOR, IN TERMS OF CONSUMPTION EXPERIENCE

Siham Mourad and Pierre Valette-Florence ()
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Siham Mourad: 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
Pierre Valette-Florence: 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

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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.

Keywords: Counterfeit consumption; Luxury brand; Consumption experience (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-com, nep-ind and nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00660417
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in 2011, 15 p

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