Quotation Penz, Elfriede, Stöttinger, Barbara. 2012. A comparison of the emotional and motivational aspects in the purchase of luxury products versus counterfeits. Journal of Brand Management 19 (7): 581-594.


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Abstract

The demand for fake products is a constant headache to brand manufacturers and policy makers across the globe. Past research has explored cognitive and social drivers of buying fakes. To add to the discussion, we explore emotional aspects and motivations surrounding the ownership and purchase of fake products in contrast to originals. Findings from eight focus groups in a small EU country point to the fact that emotional aspects are important drivers of purchasing decisions for both product categories. Results indicate different patterns of positive, negative or mixed emotions for originals versus fakes.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Brand Management
WU-Journal-Rating new MAR-C, STRAT-C
Language English
Title A comparison of the emotional and motivational aspects in the purchase of luxury products versus counterfeits
Volume 19
Number 7
Year 2012
Page from 581
Page to 594
Reviewed? Y

Associations

People
Penz, Elfriede (Details)
Stöttinger, Barbara (Details)
Organization
International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
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