“Buying status” by choosing or rejecting luxury brands and their counterfeits
- First Online:
- 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.