An Exploratory Study on Attitude toward Luxury Products, Counterfeits and Imitations

Details

Serval ID
serval:BIB_F89DC6D8D6D4
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Institution
Title
An Exploratory Study on Attitude toward Luxury Products, Counterfeits and Imitations
Title of the conference
Advances in Consumer Research
Author(s)
Müller B., Kocher B.
Organization
Association for Consumer Research
Address
Orlando, FL
ISSN
0098-9258
Publication state
Published
Issued date
2007
Peer-reviewed
Oui
Editor
Fitzsimons G. J., Morwitz V. G.
Volume
34
Series
Advances in Consumer Research
Pages
363-365
Language
english
Abstract
This research investigates how individual and company-controlled variables affect attitudes toward original luxury goods, counterfeits and imitations. Consumers' attitude toward brand imitations and counterfeits has a great impact on brand management decisions and has been recognised as an important stream of research by practitioners as well as researchers (Keller, 1998). Results suggest that the conformity level of an individual influences his attitude toward the three types of products (originals, counterfeits, imitations). Concerning the company-controlled variables, this study suggests that managers should focus their communications particularly on product quality and aesthetics.
Web of science
Create date
19/11/2007 10:55
Last modification date
20/08/2019 16:24
Usage data