THE EFFECTS OF COUNTERFEIT ON LUXURY BRAND BUYING BEHAVIOR, IN TERMS OF CONSUMPTION EXPERIENCE

Siham Mourad (1) , Pierre Valette-Florence (1)

1 CERAG - Centre d'études et de recherches appliquées à la gestion

A large number of studies on counterfeiting explore consumer behaviors in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our research attempts to contribute to this field by studying strategies adopted by luxury brand consumers in the face of counterfeiting (Commuri 2009). To do so, we use the concept of an "experience of another self" in buying a product (Dampérat et al., 2002), which focuses on personal and social objects of consumption.

Mots clés: Counterfeit consumption; Luxury brand; Consumption experience

Domaines: Gestion et management

Siham Mourad, Pierre Valette-Florence. THE EFFECTS OF COUNTERFEIT ON LUXURY BRAND BUYING BEHAVIOR, IN TERMS OF CONSUMPTION EXPERIENCE. 2011, 15 p. ⟨halshs-00660417⟩