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

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Date
2016
Dewey
Marketing
Sujet
Contrefaçon; Marketing; Luxe; Forgery
JEL code
D.D1.D12; M.M3.M31
Conference name
Monaco Symposium on Luxury
Conference date
04-2016
Conference city
Monaco
Conference country
France
URI
https://basepub.dauphine.fr/handle/123456789/16102
Collections
  • DRM : Publications
Metadata
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Author
Chamaret, Cécile
Pueschel, Julia
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Type
Communication / Conférence
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

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