MCS 3600 Lecture 20: Week 10 Presentation - Luxury Brand Counterfeiting

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3600
• Professor: Lefa Teng

Document Summary

Presentaion: why do consumers buy counterfeit products of. Counterfeit products mean illegal products that are fake and often lower quality replicas of authentic high-end brand products: the global market for counterfeit products exceeds billion. Our research explores the market for counterfeit products by studying different consumers" attitudes. The first are social-adjustive attitudes, which are attitudes that relate to one"s self-presentation and their regards to how others accept and perceive them. The other attitudes are value-expressive, which are more concerned with one"s self expression and the related personal value. Deceptive counterfeiting: consumers are not aware that the product purchased is counterfeit. Non-deceptive counterfeiting (focus of this research: consumers can distinguish between the two. Individual consumer, product category, brand positioning, promotional cues, social context. H1: consumers" likelihood of purchasing counterfeit luxury brands is greater when their attitudes toward luxury brands serve a social-adjustive function than when their attitudes serve a value-expressive function.