Faking it : counterfeiting and consumer contradictions
Hoe, Lee and Hogg, Gillian and Hart, Susan (2003) 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.
ORCID iDs
Hoe, Lee, Hogg, Gillian and Hart, Susan ORCID: https://orcid.org/0000-0002-9406-9273;-
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Item type: Article ID code: 4461 Dates: DateEvent2003PublishedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Strathprints Administrator Date deposited: 19 Nov 2007 Last modified: 30 Aug 2024 00:42 URI: https://strathprints.strath.ac.uk/id/eprint/4461