Strathprints logo
Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

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

[img]
Preview
PDF (strathprints004461.pdf)
strathprints004461.pdf

Download (108kB) | Preview

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
Depositing user: Strathprints Administrator
Date Deposited: 19 Nov 2007
Last modified: 21 May 2015 09:34
URI: http://strathprints.strath.ac.uk/id/eprint/4461

Actions (login required)

View Item View Item