.In this study we explore the positive effects that counterfeiting might have on the original luxury brands. Through an experiment, we study whether the awareness of a counterfeited version of a fashion luxury brand can increase the purchase intention of the original brands and the price that subjects would like to pay to get the original brand. We account for the notoriety of the brand (whether well known or fictional). We control for the need for status and the expertise of the respondents. A final sample of 235 subjects were analysed. Results show that counterfeiting presence increases the price intention, while the purchase intention is not affected. No differences are noticeable for known brands as compared to unknown brands. Useful implications will be provided for companies operating in the luxury sectors and policy makers.
La contraffazione nel mercato del lusso: minaccia o opportunità?
GISTRI, GIACOMO;
2011-01-01
Abstract
.In this study we explore the positive effects that counterfeiting might have on the original luxury brands. Through an experiment, we study whether the awareness of a counterfeited version of a fashion luxury brand can increase the purchase intention of the original brands and the price that subjects would like to pay to get the original brand. We account for the notoriety of the brand (whether well known or fictional). We control for the need for status and the expertise of the respondents. A final sample of 235 subjects were analysed. Results show that counterfeiting presence increases the price intention, while the purchase intention is not affected. No differences are noticeable for known brands as compared to unknown brands. Useful implications will be provided for companies operating in the luxury sectors and policy makers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
