Original Empirical Research

Journal of the Academy of Marketing Science

, Volume 41, Issue 3, pp 357-372

First online:

“Buying status” by choosing or rejecting luxury brands and their counterfeits

  • Stephanie Geiger-OnetoAffiliated withDepartment of Management and Marketing, University of Wyoming Email author 
  • , Betsy D. GelbAffiliated withLarry J. Sachnowitz Professor of Marketing & Entrepreneurship, Bauer College of Business, University of Houston
  • , Doug WalkerAffiliated withCollege of Business, Department of Marketing, Iowa State University
  • , James D. HessAffiliated withC.T. Bauer Professor of Marketing Science, University of Houston

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access


Even in difficult economic times, many consumers consider the social implications of the goods they select and therefore take into account whether those goods carry a luxury brand label—which for some will be authentic, for some counterfeit. While previous research has investigated influences on the authentic vs. counterfeit choice, this study adds a third possibility: rejecting both types of luxury brands to show that one has better claims to status than “buying the label.” This study tests a model of three alternative brand type choice processes and finds support for the importance of status considerations in the selection or rejection of luxury brands.


Status consumption Counterfeit goods Brand/product choice Luxury goods