Why people own luxury counterfeits? The possession of luxury counterfeits is due to a number of factors extensively assessed by the extant literature (i.e. products attributes, socio-demographic factors, personality traits). This paper investigates how the conceptualization of luxury value (social, functional, and identity value) affects the possession of counterfeits. The empirical study compares original owners and concurrent owners (i.e. consumer who own both original and counterfeits). The results show that concurrent owners – unlike original owners – appreciate the social value of luxury and they do not search for a functional value in luxury. Theoretical and managerial implications are discussed.
The effects of luxury conceptualization on counterfeit possession: an empirical exploration with consumers
GISTRI, GIACOMO;
2013-01-01
Abstract
Why people own luxury counterfeits? The possession of luxury counterfeits is due to a number of factors extensively assessed by the extant literature (i.e. products attributes, socio-demographic factors, personality traits). This paper investigates how the conceptualization of luxury value (social, functional, and identity value) affects the possession of counterfeits. The empirical study compares original owners and concurrent owners (i.e. consumer who own both original and counterfeits). The results show that concurrent owners – unlike original owners – appreciate the social value of luxury and they do not search for a functional value in luxury. Theoretical and managerial implications are discussed.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
