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Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries

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  • Pueschel, Julia
  • Chamaret, Cécile
  • Parguel, Béatrice

Abstract

This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products, the perceived performance, psychosocial, and moral risks might prevent them from the engagement in such consumption. Based on 19 in-depth interviews, a follow-up qualitative study identifies the strategies Emiratis use to cope with the cognitive dissonance that occurs from the perception of those risks. The findings are of major interest for public policy makers and luxury brand managers fighting counterfeiting.

Suggested Citation

  • Pueschel, Julia & Chamaret, Cécile & Parguel, Béatrice, 2017. "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries," Journal of Business Research, Elsevier, vol. 77(C), pages 184-194.
    • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:184-194
    DOI: 10.1016/j.jbusres.2016.11.008
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    2. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    3. Chaudhry, Peggy E., 2022. "Dupe influencers exploiting social media to peddle luxury fakes," Business Horizons, Elsevier, vol. 65(6), pages 719-727.
    4. Feng, Wenting & Yang, Morgan X. & Yu, Irina Y., 2023. "From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases," Journal of Business Research, Elsevier, vol. 165(C).
    5. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    6. Jiahan Li & Mahsa Ghaffari & Lin Su, 2020. "Counterfeit luxury consumption strategies in a collectivistic culture: the case of China," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 546-560, September.
    7. Shan, Juan & Jiang, Ling & Cui, Annie Peng, 2021. "A double-edged sword: How the dual characteristics of face motivate and prevent counterfeit luxury consumption," Journal of Business Research, Elsevier, vol. 134(C), pages 59-69.
    8. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.

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