Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries
Pueschel, Julia; Chamaret, Cécile; Parguel, Béatrice (2017), Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries, Journal of Business Research, 77, p. 184-194. 10.1016/j.jbusres.2016.11.008
Type
Article accepté pour publication ou publiéDate
2017Journal name
Journal of Business ResearchVolume
77Publisher
College of Business Administration
Pages
184-194
Publication identifier
Metadata
Show full item recordAbstract (EN)
This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products, the perceived performance, psychosocial, and moral risks might prevent them from the engagement in such consumption. Based on 19 in-depth interviews, a follow-up qualitative study identifies the strategies Emiratis use to cope with the cognitive dissonance that occurs from the perception of those risks. The findings are of major interest for public policy makers and luxury brand managers fighting counterfeiting.Subjects / Keywords
Counterfeit; Luxury brand; Risk; Coping strategies; GCC consumersRelated items
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