The Influence Of A-Quality Counterfeits On The Purchase Intention Of Luxury Brands

In recent years, counterfeiting has grown rapidly and has become a significant global economic problem. Previous research reveals inconsistent and sometimes inconclusive findings regarding whether counterfeiting is associated, positively or negatively, with intentions of purchase genuine luxury brands. In study 1, the results show that the presence of A-quality luxury counterfeits can decrease consumers' purchase intention of genuine brands, but not for low-quality ones. Counterfeit detectability plays a moderating role in negative relationship between counterfeiting and purchase intention of originals. In study 2, we address the psychological mechanisms that explain this decreased purchase intention. The results show that consumers perceived social value, uniqueness value and quality value of luxury brands negatively mediate the relationship between the presence of A-quality luxury counterfeits and purchase intention of originals. This research has important theoretical and managerial implications and contributes to better understand the effect of counterfeiting on luxury brands.