Journal of the Academy of Marketing Science

, Volume 41, Issue 3, pp 357–372

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


    • Department of Management and MarketingUniversity of Wyoming
  • Betsy D. Gelb
    • Larry J. Sachnowitz Professor of Marketing & Entrepreneurship, Bauer College of BusinessUniversity of Houston
  • Doug Walker
    • College of Business, Department of MarketingIowa State University
  • James D. Hess
    • C.T. Bauer Professor of Marketing ScienceUniversity of Houston
Original Empirical Research

DOI: 10.1007/s11747-012-0314-5

Cite this article as:
Geiger-Oneto, S., Gelb, B.D., Walker, D. et al. J. of the Acad. Mark. Sci. (2013) 41: 357. doi:10.1007/s11747-012-0314-5


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 consumptionCounterfeit goodsBrand/product choiceLuxury goods

Copyright information

© Academy of Marketing Science 2012