The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit purchase (such as product attributes, socio-demographic factors, and various consumer attitudes). However, less attention has been devoted to the luxury conceptualization held by consumers. This study argues that luxury value perception can be a multidimensional antecedent of counterfeit purchase, and therefore investigates whether 1) consumers of counterfeits and originals differ in their perception of luxury value, and 2) different perceptions of luxury value predict counterfeit purchase. A survey was conducted using 183 subjects, who were either owners of exclusively original luxury products or owners of both original and fake luxury products. The results indicate that: 1) consumers of counterfeits tend to conceptualize luxury in terms of hedonic value (self-gift and life enrichment) and the social prestige granted by luxury, whereas consumers of original products conceptualize luxury in terms of functional value (usability and quality) and self-identity; 2) a greater relevance of functional value and lesser relevance of social value in the luxury value conceptualization lowers the probability of a consumer owning counterfeit luxury goods. Theoretical and managerial implications are discussed.
The effects of luxury conceptualization on counterfeit purchase an empirical study
PACE, STEFANO;
2011
Abstract
The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit purchase (such as product attributes, socio-demographic factors, and various consumer attitudes). However, less attention has been devoted to the luxury conceptualization held by consumers. This study argues that luxury value perception can be a multidimensional antecedent of counterfeit purchase, and therefore investigates whether 1) consumers of counterfeits and originals differ in their perception of luxury value, and 2) different perceptions of luxury value predict counterfeit purchase. A survey was conducted using 183 subjects, who were either owners of exclusively original luxury products or owners of both original and fake luxury products. The results indicate that: 1) consumers of counterfeits tend to conceptualize luxury in terms of hedonic value (self-gift and life enrichment) and the social prestige granted by luxury, whereas consumers of original products conceptualize luxury in terms of functional value (usability and quality) and self-identity; 2) a greater relevance of functional value and lesser relevance of social value in the luxury value conceptualization lowers the probability of a consumer owning counterfeit luxury goods. Theoretical and managerial implications are discussed.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.