'Buying status' by choosing or rejecting luxury brands and their counterfeits

Autor: Betsy D. Gelb, Stephanie Geiger-Oneto, Doug Walker, James D. Hess
Rok vydání: 2012
Předmět:
Zdroj: Journal of the Academy of Marketing Science. 41:357-372
ISSN: 1552-7824
0092-0703
Popis: Even in difficult economic times, many consumers consider the social implications of the goods they select and therefore take into account whether those goods carry a luxury brand label—which for some will be authentic, for some counterfeit. While previous research has investigated influences on the authentic vs. counterfeit choice, this study adds a third possibility: rejecting both types of luxury brands to show that one has better claims to status than “buying the label.” This study tests a model of three alternative brand type choice processes and finds support for the importance of status considerations in the selection or rejection of luxury brands.
Databáze: OpenAIRE
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