Luxury

Counterfeiting in the luxury market: threat or opportunity?

In this study we explore the positive effects that counterfeiting might have on the original luxury brands. Through an experiment, we study whether the awareness of a counterfeited version of a fashion luxury brand can increase the purchase intention of the original brands and the price that subjects would like to pay to get the original brand. We account for the notoriety of the brand (whether well known or fictional). We control for the need for status and the expertise of the respondents. A final sample of 235 subjects were analysed. Results show that counterfeiting presence increases the price intention, while the purchase intention is not affected. No differences are noticeable for known brands as compared to unknown brands. Useful implications will be provided for companies operating in the luxury sectors and policy makers

Language of the paper: 
Italian
Abstract in the language of the paper: 

In questo studio abbiamo esplorare gli effetti positivi che la contraffazione potrebbe avere sui marchi di lusso originali. Attraverso un esperimento, si studia se la consapevolezza di una versione contraffatta di un marchio di moda di lusso può aumentare l'intenzione di acquisto dei marchi originali e il prezzo che i soggetti vorrebbe pagare per ottenere il marchio originale. Abbiamo spiegare la notorietà del marchio (se noto o fittizie). Noi controlliamo la necessità per lo stato e l'esperienza degli intervistati. Un campione finale di 235 soggetti sono stati analizzati. I risultati mostrano che la presenza contraffazione aumenta l'intenzione prezzo, mentre l'intenzione di acquisto non è interessato. Nessuna differenza sono notevoli per le marche conosciute rispetto alle marche sconosciute. Implicazioni utili saranno fornite per le imprese che operano nei settori del lusso e responsabili politici.

Authors
Mr
Gistri
Giacomo
Università degli Studi di Macerata
Professor
Simona
Romani
Università degli Studi di Macerata
Stefano
Pace
Università Bocconi

Values underlying the consumption of perfume: social-semiotic approach

This study aims to better understand what lies beneath our shopping and consumption habits
of luxury products. We have tried to understand how the different messages about perfumes
(as a luxury product) could be organised to build a consonant discourse with the different
kinds of consumer expectations. It is based on interviews with perfume consumers, which
build the corpus of a social-semiotic analysis

Language of the paper: 
english
Abstract in the language of the paper: 

This study aims to better understand what lies beneath our shopping and consumption habits
of luxury products. We have tried to understand how the different messages about perfumes
(as a luxury product) could be organised to build a consonant discourse with the different
kinds of consumer expectations. It is based on interviews with perfume consumers, which
build the corpus of a social-semiotic analysis

Authors
MELO
Carla
Universidade Católica Portuguesa
Paulo
DE LENCASTRE
Universidade Católica Portuguesa