Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions

Bian, Xuemei, Yannopoulou, Natalia, Wang, Kai-Yu and Liu, Shu (2012) Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions. Advances in Consumer Research, 40. p. 1132. ISSN 0098-9258

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Official URL: http://acrwebsite.org/volumes/1012431/volumes/v40/...

Abstract

This research examines the psychological motivations of different consumer categories in counterfeits’ consumption, while considering different quality levels of such products. Our findings reveal consumers’ enjoyment during the shopping experience and satisfaction of securing a good deal as the main psychological motivations of such purchases, and offer guidelines to practitioners.

Item Type: Article
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Accounting and Finance
Depositing User: Ay Okpokam
Date Deposited: 06 Dec 2017 12:00
Last Modified: 06 Dec 2017 12:00
URI: http://nrl.northumbria.ac.uk/id/eprint/32741

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