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

  • Stephanie Geiger-Oneto
  • Betsy D. Gelb
  • Doug Walker
  • James D. Hess
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 consumption Counterfeit goods Brand/product choice Luxury goods 

Copyright information

© Academy of Marketing Science 2012

Authors and Affiliations

  • Stephanie Geiger-Oneto
    • 1
  • Betsy D. Gelb
    • 2
  • Doug Walker
    • 3
  • James D. Hess
    • 4
  1. 1.Department of Management and MarketingUniversity of WyomingLaramieUSA
  2. 2.Larry J. Sachnowitz Professor of Marketing & Entrepreneurship, Bauer College of BusinessUniversity of HoustonHoustonUSA
  3. 3.College of Business, Department of MarketingIowa State UniversityAmesUSA
  4. 4.C.T. Bauer Professor of Marketing ScienceUniversity of HoustonHoustonUSA

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