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

Pueschel, Julia; Chamaret, Cécile; Parguel, Béatrice (2016), Coping with copies! A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers, Atlas- AFMI Conference, 2016-06, Nice, France

Type
Communication / Conférence
Date
2016
Conference title
Atlas- AFMI Conference
Conference date
2016-06
Conference city
Nice
Conference country
France
Metadata
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Author(s)
Pueschel, Julia

Chamaret, Cécile

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