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Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers?

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Advances in Luxury Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

The significant growth of luxury consumption in recent decades has been accompanied by a prevalence of pirated and counterfeited goods. Given that the market for counterfeits relies on consumers’ desire for real luxury brands, it is critical for researchers and marketers to understand the reasons why consumers buy genuine luxury brands, what they believe real luxury is, and how their perception of luxury value affects their buying behavior in the trade-off between authentic or counterfeit products. Based on a comparison of studies that provides a holistic view of the phenomenon of counterfeit consumption and a comprehensive model, the key drivers of perceived value will be defined, helping to reduce the complexity of counterfeit consumption and enable the development of customized countermeasures.

This chapter was Reprinted from Wiedmann, K., Hennigs, N. and Klarmann, C. (2012) ‘Luxury Consumption in the Trade-off between Genuine and Counterfeit Goods: What are the Consumers’ Underlying Motives and Value-based Drivers?’, Journal of Brand Management, 19, pp. 544–66. With kind permission from the Journal of Brand Management. All rights reserved.

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Authors and Affiliations

  1. Institute of Marketing and Management, Leibniz University of Hannover, Hannover, Germany

    Klaus-Peter Wiedmann, Nadine Hennigs & Christiane Klarmann

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  1. Klaus-Peter Wiedmann
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  2. Nadine Hennigs
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  3. Christiane Klarmann
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Correspondence to Nadine Hennigs .

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Editors and Affiliations

  1. Inseec Business School, Paris, France

    Jean-Noël Kapferer

  2. Centre of Competence for Brand Management, University of St. Gallen, St. Gallen, Switzerland

    Joachim Kernstock

  3. Henkel Center for Consumer Goods, WHU-Otto Beisheim School of Management, Düsseldorf, Germany

    Tim Oliver Brexendorf

  4. School of Management and Marketing, University of Wollongong, Wollongong, New South Wales, Australia

    Shaun M. Powell

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Wiedmann, KP., Hennigs, N., Klarmann, C. (2017). Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers?. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_6

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