Zusammenfassung
When reading the literature on counterfeit branded luxury goods (henceforth counterfeit BLGs) in both the scientific and popular press, one quickly comes across what we will summarize as the conventional wisdom. We do not mean the phrase “conventional wisdom” to have disparaging connotations. On the contrary, this view is widely popular because it makes sense and fits with common observation.
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Literatuer
[1] International Anti-Counterfeiting Coalition (2011): Media Kit, Available at: http://www.iacc.org/news-media-resources/media-kit.php (accessed November 14th, 2011).
[2] Barnett, J. M. (2005): Shopping for Gucci on Canal Street: Reflections on Status Consumption, Intellectual Property, and the Incentive Thesis, in: Virginia Law Review, Vol. 91, pp. 1381-1423.
[3] Berman, B. (2008): Strategies to Detect and Reduce Counterfeiting Activity, in: Business Horizons, Vol. 51, pp. 191-199.
[4] Bian, X./Veloutsou, C. (2007): Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China, in: Journal of Brand Management, Vol. 14,No. 3, pp. 211-222.
[5] Bloch, P.H./Bush, R.F./Campbell, L. (1993): Consumer ‘accomplices’ in product counterfeiting, in: Journal of Consumer Marketing, Vol. 10, No. 4, pp. 27-33.
[6] Burkitt, L./Chao, L. (2011): Made in China: Fake Stores, in: The Wall Street Journal, August 3.
[7] Casola, L./Kemp, S./Mackenzie, A. (2009): Consumer decisions in the black market for stolen or counterfeit goods, in: Journal of Economic Psychology, Vol. 30, pp. 162-171.
[8] Catry, B. (2003): The Great Pretenders: The Magic of Luxury Goods, in: Business Strategy Review, Vol. 14, 3, pp. 10-17.
[9] Chao, L. (2006): What Happens When an eBay Steal Is a Fake; We Sought Redress From Site And Sellers After Our Fendi, Gucci, Tiffany Proved Faux, in: Wall Street Journal, June 29, p. D.1.
[10] Chaudhry, P. E. (2006): Changing levels of intellectual property rights protection for global firms: A synopsis of recent U.S. and EU trade enforcement strategies, in: Business Horizons, Vol. 49, pp. 463-472.
[11] Cheung, W.-L./Prendergast, G. (2006): Buyers’ perceptions of pirated products in China, in: Marketing Intelligence & Planning, Vol. 24, No. 5, pp. 446-62.
[12] Chow, D. (2003): Investigating the counterfeit nightmare: Procter & Gamble and Oki Data count the costs, in: Strategic Direction, Vol. 19, No. 3, 9-12.
[13] Chuchinprakarn, S. (2003): Consumption of counterfeit goods in Thailand: who are the patrons?, in: European Advances in Consumer Research, Vol. 6, pp. 48-53.
[14] Commuri, S. (2009): The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships, in: Journal of Marketing, Vol. 73, No. 3, pp. 86-98.
[15] Davenport Lyons (2007): Counterfeiting Luxury: Exposing the Myths, Research carried out by Ledbury Research.
[16] Daye, D./VanAuken, B. (2007): Counterfeits: Good for Luxury Brands?, in: Branding Strategy Insider, available at: http://www.brandingstrategyinsider.com/2007/10/fakes-can-genui.html (accessed Novemebr 14th, 2011).
[17] De Matos, C. A./IItuassu, C. T./Rossi, C. A. V.(2007): Consumer Attitudes Toward Counterfeits: A Review and Extension, in: Journal of Consumer Marketing, Vol. 24, No. 1, pp. 36-47.
[18] Dubois, B./Paternault, C. (1995): Observations: Understanding the World of International Luxury Brands: The Dream Formula, in: Journal of Advertising Research, Vol. 35, No.4, pp. 69-76.
[19] Eisend, M./Schuchert-Güler, P. (2006): Explaining Counterfeit Purchases: A Review and Preview, Academy of Marketing Science Review, Vol. 12, pp. 1-22.
[20] El Harbi, S./Grolleau, G. (2008): Profiting from Being Pirated by Pirating the Pirates, in: Kyklos, Vol. 61, No. 3, pp. 385-390.
[21] Furnham, A./Valgeirsson, H. (2007): The Effect of Life Values and Materialism on Buying Counterfeit Products, in: The Journal of Socio-Economics, Vol. 36, pp. 677-685.
[22] Gentry, J.W./Putrevu, S./Shultz II, C. J. (2006): The Effects of Counterfeiting on Consumer Search, in: Journal of Consumer Behaviour, Vol. 5, No. 3, 245-256.
[23] Giacalone, J. (2006): The Market for Luxury Goods: The Case of the Comité Colbert, in: Southern Business Review, Fall, pp. 33-40.
[24] Gistri, G./Romani,S./Pace, S./Gabrielli, V./Grappi, S. (2009): Consumption Practices of Counterfeit Luxury Goods in the Italian Context, in: Journal of Brand Management, Vol. 16, No.5/6, pp. 364–374.
[25] Graham, S./Upton, M. (2009): LVMH successfully sues eBay for unauthorised sales of genuine products, in: Blake Dawson – IT, Communications & Media Update, Feb. 9.
[26] Green, W./Bruce, K. (1997): Riskless Crime?, in: Forbes, 160 (August 11), pp. 100-102.
[27] Grossman, G./Shapiro, C. (1988): Foreign Counterfeiting of Status Goods, in: Quarterly Journal of Economics, February, pp. 79-100.
[28] Han, Y. J./Nunes, J. C./Drèze, X. (2010): Signaling Status with Luxury Goods: The Role of Brand Prominence, Journal of Marketing, Vol. 74, July, pp. 15-30.
[29] Hustak, A. (1990): Ritzy Ripoffs, in: The Gazette, August, p. 31.
[30] Kearney, Í./Mitchell, V-W. (2001): Measuring consumer brand confusion to comply with legal guidelines, in: International Journal of Market Research, Vol. 43, No. 1, pp. 85-91.
[31] Kozar, J. M./Marcketti, S. B. (2011): Examining ethics and materialism with purchase of counterfeits, in: Social Responsibility Journal, Vol. 7, No. 3, pp. 393-404.
[32] Lambkin, M./Tyndall, Y.(2009): Brand Counterfeiting: a Marketing Problem That Won’t Go Away, in: Irish Marketing Review, Vol. 20, No. 1, pp. 35-46.
[33] Mason, R. S. (1981): Conspicuous Consumption: A Study of Exceptional Consumer Behavior, New York: St. Martin’s Press.
[34] Matlack, C./Mullaney, T.(2006): Fed up with fakes, in: Business Week, Oct 9, p. 56.
[35] Mitchell, V.-W./Kearney, Í. (2001): A critique of legal measures of brand confusion, in: Journal of Product and Brand Management, Vol. 11, No. 6, pp. 357-379.
[36] Nia, A./Zaichkowsky, J. L.(2000): Do counterfeits devalue the ownership of luxury brands?, in: The Journal of Product and Brand Management, Vol. 9, No. 7, pp. 485-497.
[37] Pace, S., Gistri, G., Romani, S., Ahuvia, A., and Masserini, L. (2011): Collateral Damage and the Impact of Non-deceptive Counterfeiting on Legitimate Brands, Working paper.
[38] Penz, E./Stöttinger, B. (2005): Forget the ‘real’ thing-take the copy! An explanatory model for the volitional purchase of counterfeit products, in: Advances in Consumer Research, Vol. 32, pp. 568-575.
[39] Penz, E./Stöttinger, B. (2008): Corporate image and product similarity – Assessing major demand drivers for counterfeits in a multi-country study, in: Psychology & Marketing, Vol. 25, No. 4, pp. 352-381.
[40] Penz, E./Schlegelmilch, B. B./Stöttinger, B. (2009): Voluntary Purchase of Counterfeit Products: Empirical Evidence From Four Countries, in: Journal of International Consumer Marketing, Vol. 21, No. 1, pp. 67-84.
[41] Phau, I./Teah, M. (2009): Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands, in: Journal of Consumer Marketing Vol. 26, No. 1,, pp. 15-27.
[42] Phau, I./Prendergast, G./Chuen, L. H. (2001): Profiling brand-piracy-prone consumers: An exploratory study in Hong Kong’s clothing industry, Journal of Fashion Marketing and Management, Vol. 5, No. 1, 45-55.
[43] Phau, I./Sequeira, M./Dix, S. (2009): To buy or not to buy a ‘counterfeit’ Ralph Lauren polo shirt: The role of lawfulness and legality toward purchasing counterfeits, in: Asia-Pacific Journal of Business Administration Vol. 1, No.1, pp. 68-80. Available at: [Accessed August 18, 2011].
[44] Prendergast, G./Chuen, L. H./Phau, I. (2002): Understanding consumer demand for non-deceptive pirated brands, in: Marketing Intelligence & Planning, Vol. 20,No. 7, pp. 405-416.
[45] Ritson, M. (2007): Fakes can genuinely aid luxury brands, in Marketing, July, p. 21.
[46] Silverstein, M.J./Fiske, N. (2003): Luxury for the Masses, in: Harvard Business Review, Vol. 81, No. 4, pp. 48-57.
[47] Staake, T./Thiesse, F./Fleisch, E. (2009): The emergence of counterfeit trade: a literature review, in: European Journal of Marketing, Vol. 43, No. 3/4, pp. 320-349.
[48] Stewart, C. (2005a): Counterfeit Goods a Genuine Problem in the U.S.?, in: gpns, Feb. 22.
[49] Stewart, C. (2005b): Brand Piracy: A Victimless Crime?, in: gpns, March 1.
[50] Strategic Direction (2003): Investigating the counterfeit nightmare, Vol. 19, 3, pp. 9-12.
[51] Swami, V./Chamorro-Premuzic, T./Furnham, A. (2009): Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods, in: Journal of Socio-Economics, Vol. 38, No. 5, pp. 820-825.
[52] Swee, H. A./Cheng, S. P./Lim, E. A. C./Tambyah, S. K. (2001): Spot the difference: consumer responses towards counterfeits, in: Journal of Consumer Marketing, Vol. 18, 3, pp. 219-35.
[53] Gail, T./Garibaldi, B./Zeng, Y./Pilcher, J. (1998): Consumer demand for counterfeit goods, in: Psychology & Marketing, Vol. 15, No. 5, pp. 405-421.
[54] Van Kempen, L. (2003): Fooling the eye of the beholder: deceptive status signalling among the poor in developing countries, in: Journal of International Development, Vol. 15, No. 2, p. 157.
[55] Veblen, T. (1899/1979): The Theory of the Leisure Class: An Economic Study of Institutions. The 100 greatest masterpieces of American literature. Franklin Center, Pa: Franklin Library.
[56] Wee, C.-H./Tan, S-J./Cheok, K.-H. (1995): Non-price determinants of intention to purchase counterfeit goods, in: International Marketing Review, Vol. 12, 6, pp. 19-46.
[57] Whitwell, S. (2006): Piracy: Faking it Can Be Good, in: Brand Strategy, May 8th, p. 30.
[58] Wilcox, K./Kim, H. M./Sen, S. (2009): Why Do Consumers Buy Counterfeit Luxury Brands?, in: Journal of Consumer Research, Vol. 46, No. 2, pp. 247–259.
[59] Wilke, R./Zaichkowsky, J. L. (1999): Brand imitation and its effects on innovation, competition, and brand equity, in: Business Horizons, Vol. 42, No. 6, pp. 9-18.
[60] Wong, N./Tambyah, S./Ahuvia, A. (2010): Luxury Consumption and the Pursuit of Authenticity, in Consumer Culture Theory Conference, Madison Wisconsin, June 10-13.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Ahuvia, A., Gistri, G., Romani, S., Pace, S. (2013). What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom. In: Wiedmann, KP., Hennigs, N. (eds) Luxury Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4399-6_16
Download citation
DOI: https://doi.org/10.1007/978-3-8349-4399-6_16
Published:
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-8349-4398-9
Online ISBN: 978-3-8349-4399-6
eBook Packages: Business and EconomicsBusiness and Management (R0)