consumer

The consumption of luxury goods counterfeit and original compared

The practice of product counterfeiting is one of the most relevant problem of the luxury goods market. Fake products allow anybody to have and to show the luxury brand without spending a great amount of money. In this sense counterfeit could be considered an hidden competitor for original and luxury brand. Past research has examined the demand side of product counterfeiting, the purchasing habits of the affluent or the stages luxury brands go through before being fully accepted by consumers. Marketing literature lacks in investigating how genuine brand consumers’ use counterfeit goods and behave when they wear fake luxury products. The aim of the present study is to investigate this topic from an emotional and social point of view. Authors assumes that emotions could have an important mediator role in defining consumers behaviours toward counterfeits or genuine products and suppose that social pressure could become a relevant moderator of this effect. Results, collected by a between subjects experimental design, confirm the research hypothesis, shedding light on the emotional and social aspects of wear a counterfeit versus a genuine good.

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

The practice of product counterfeiting is one of the most relevant problem of the luxury goods market. Fake products allow anybody to have and to show the luxury brand without spending a great amount of money. In this sense counterfeit could be considered an hidden competitor for original and luxury brand. Past research has examined the demand side of product counterfeiting, the purchasing habits of the affluent or the stages luxury brands go through before being fully accepted by consumers. Marketing literature lacks in investigating how genuine brand consumers’ use counterfeit goods and behave when they wear fake luxury products. The aim of the present study is to investigate this topic from an emotional and social point of view. Authors assumes that emotions could have an important mediator role in defining consumers behaviours toward counterfeits or genuine products and suppose that social pressure could become a relevant moderator of this effect. Results, collected by a between subjects experimental design, confirm the research hypothesis, shedding light on the emotional and social aspects of wear a counterfeit versus a genuine good.

Authors
Ms
Gabrielli
Veronica
Università degli Studi di Modena e Reggio Emilia
Professor
Silvia
Grappi
Università degli Studi di Modena e Reggio Emilia
Ilaria
Baghi
Università degli Studi di Modena e Reggio Emilia
Bernardo
Balboni
Università degli Studi di Modena e Reggio Emilia

The trends of consumer’s behaviour in hungarian higher education

The financial position of institutions depends more and more on consumer behaviour. The
trends of consumer behaviour have an influence on higher education’s market, they have an
effect on choosing the institution and also on future target groups. So it is very significant to
pay attention to these trends in the field of university education and marketing. Changes are
fast, wide spread and aggressive. These trends give chances for long-term thinking and
planning. The author of this essay gives an account of how these trends of consumer behavior
succeed in the market of Hungarian higher education.

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

The financial position of institutions depends more and more on consumer behaviour. The
trends of consumer behaviour have an influence on higher education’s market, they have an
effect on choosing the institution and also on future target groups. So it is very significant to
pay attention to these trends in the field of university education and marketing. Changes are
fast, wide spread and aggressive. These trends give chances for long-term thinking and
planning. The author of this essay gives an account of how these trends of consumer behavior
succeed in the market of Hungarian higher education.

Authors
SZOMBATHELYI
Márta
Széchenyi István University
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