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Faking it : Counterfeiting and consumer contradictions

Hart, S. and Hoe, L. and Hogg, G.M. (2004) Faking it : Counterfeiting and consumer contradictions. European Advances in Consumer Behaviour, 6. pp. 60-67. ISSN 0306-8293

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    Abstract

    Fashion counterfeiting is a multimillion pound business and one which relies on the complicity of the consumer. Frequently seen as a victimless crime, it is a difficult trade to control because as long as consumers desire brands, the greater the market for counterfeits. In this study we consider the way in which consumers relate to fake brands and the implications of counterfeit for consumers creating their identity through commodities. The results point to an inherent and fundamental contradiction in consumers views on counterfeit, willing to buy and wear the fakes but condemning the duplicity of those who do.

    Item type: Article
    ID code: 4461
    Keywords: counterfeiting, fashion, consumers, marketing, branding, Marketing. Distribution of products, Economics and Econometrics, Social Sciences(all)
    Subjects: Social Sciences > Commerce > Marketing. Distribution of products
    Department: Strathclyde Business School > Marketing
    Related URLs:
      Depositing user: Strathprints Administrator
      Date Deposited: 19 Nov 2007
      Last modified: 05 Sep 2014 13:35
      URI: http://strathprints.strath.ac.uk/id/eprint/4461

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