What Makes People Evaluate Differently and Purchase Original Goods, Counterfeits and Imitations in the Luxury Industry? An Investigation of a Personal Variable and Hindering Conditions
Details
Serval ID
serval:BIB_C29EF4A388CE
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Institution
Title
What Makes People Evaluate Differently and Purchase Original Goods, Counterfeits and Imitations in the Luxury Industry? An Investigation of a Personal Variable and Hindering Conditions
Title of the conference
36th European Marketing Academy Conference
Organization
European Marketing Academy
Address
Reykjavik, Iceland
Publication state
Published
Issued date
2007
Peer-reviewed
Oui
Language
english
Abstract
This research investigates how consumers evaluate original goods, counterfeits and imitations in the luxury industry. Consumer attitude toward brand imitations and counterfeits has a great impact on brand management decisions and has been recognized as an important stream of research by practitioners as well as researchers (Keller, 1998). Results suggest that an individual's conformity level moderates his attitude toward three types of products (originals, counterfeits and imitations). In addition, factors hindering the consumption of counterfeits and imitations are investigated.
Keywords
Luxury goods, Counterfeits, Imitations, Conformity
Create date
19/11/2007 10:47
Last modification date
20/08/2019 15:37
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