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Coping with copies! A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers

Chamaret, Cécile; Pueschel, Julia; Parguel, Béatrice (2016), Coping with copies! A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers, Monaco Symposium on Luxury, 2016-04, Monaco, France

Type
Communication / Conférence
Date
2016
Conference title
Monaco Symposium on Luxury
Conference date
2016-04
Conference city
Monaco
Conference country
France
Metadata
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Author(s)
Chamaret, Cécile

Pueschel, Julia

Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Abstract (EN)
This research explores why affluent Emiratis would consume counterfeit luxury products. A fist exploratory quantitative study confirms that Emiratis do purchase counterfeit luxury products ans shows that they associate important performance ans psychosocial risks with counterfeit consumption. Based on 19 in dept interviews, a follow-up qualitative study confirms the prception of performance and psychosocial risks and identifies strategies Emiratis apply to cope with the cognitive dissonance that accors from the perception of these risks. The findings are of major interest for local public policy makers fighting counterfeiting
Subjects / Keywords
Contrefaçon; Marketing; Luxe; Forgery
JEL
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing