Journal article

Consumption practices of counterfeit luxury goods in the Italian context

Gistri G, Romani S, Pace S, Gabrielli V, Grappi S ...see all

Journal of Brand Management, vol. 16, issue 5-6 (2009) pp. 364-374

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Abstract

Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets that has a particular impact on luxury branded goods. Most academic literature to date has focused its attention on the determinants of purchase, underestimating the consumption phase. This paper aims to fi ll this gap by investigating how people consume counterfeit luxury products. Our results help us to better understand the phenomenon as a whole, with the objective of providing useful insights for the companies that produce luxury goods, and assisting them in realising effective policies for stemming counterfeiting.

Author-supplied keywords

  • anti-counterfeiting
  • brand equity
  • counterfeit consumption
  • luxury goods

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Authors

  • Giacomo Gistri

  • Simona Romani

  • Stefano Pace

  • Veronica Gabrielli

  • Silvia Grappi

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