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Motivation, Rationalizations and Risks Associated with the Consumption of Counterfeit Luxury Brands

Bian, Xuemei, Wang, K-Y, Smith, A., Yannopoulou, N. (2014) Motivation, Rationalizations and Risks Associated with the Consumption of Counterfeit Luxury Brands. In: 2014 Monaco Symposium on Luxury. . (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:40818)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)

Abstract

Consumers’ demand for counterfeit luxury brands is one of the leading causes of the apparent upsurge in growth of the counterfeiting phenomenon in recent years. This research identifies more of the motivations that drive the consumption of higher involvement goods and the associated psychological coping strategies. In particular, this research highlights new insights (e.g., rationalization and ‘thrill of the hunt’) behind counterfeit consumption motivations and the associated emotional outcomes (embarrassment, shame and positive hedonic outcomes) that consumers experience during counterfeit consumption. This research also reveals neutralization techniques (denial of responsibility and appealing to higher loyalties) that consumers adopt in order to cope with the cognitive dissonance associated with counterfeit consumption. The contribution of the research to both theoretical and managerial conversations is latterly discussed.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Counterfeit, Luxury brand, Motivation, Psychological Processes, Neutralization
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Xuemei Bian
Date Deposited: 23 Apr 2014 13:20 UTC
Last Modified: 29 May 2019 12:31 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/40818 (The current URI for this page, for reference purposes)
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