Title: Cross cultural analysis of purchasers' intention to wear a counterfeit luxury product in varying social situations

Authors: George Miaoulis Jr.; Ivan M. Manev; Martina M. Rauch; Kelly G. Kimball

Addresses: CITY College, University of York Europe Campus, Leontos Sofou 3, Thessaloniki 546 26, Greece ' University of Maine, D.P. Corbett Business Building 342, Orono, ME 04469-5723, USA ' University of Applied Sciences of the Grisons, Institute for Management and Further Education, Comercialstr. 22, 7000 Chur, Switzerland ' Eastern Connecticut State University, 83 Windham St., Willimantic, CT 06226, USA

Abstract: Recent research regarding counterfeit luxury products has focused primarily on the motivations for consumption. However, there is little research regarding consumers' actual occasions of use of counterfeit luxury goods. We conducted a cross-cultural exploratory study among 432 millennial women in the US and Europe to examine 12 social contexts where millennial women wear a counterfeit fashion purse. The findings provide new insights toward: 1) understanding the consumption of counterfeit luxury fashion wear; 2) understanding the incidence of product usage as social importance increases; 3) exploring cross-cultural differences; 4) outlining the implications for luxury brands.

Keywords: luxury products; counterfeit products; fashion brands; occasions of use.

DOI: 10.1504/LRJ.2021.116287

Luxury Research Journal, 2021 Vol.2 No.1/2, pp.70 - 85

Received: 10 Mar 2020
Accepted: 03 Oct 2020
Published online: 16 Jul 2021 *

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