Date
2017
Dewey
Marketing
Sujet
Counterfeit; Luxury brand; Risk; Coping strategies; GCC consumers
JEL code
D.D1.D12; M.M3.M31
Journal issue
Journal of Business Research
Volume
77
Publication date
2017
Article pages
184-194
Publisher
College of Business Administration
Author
Pueschel, Julia
Chamaret, Cécile
Parguel, Béatrice
Type
Article accepté pour publication ou publié
Abstract (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.