emotions

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

Le rôle de l’équité et des émotions dans les relations interorganisationnelles déséquilibrées

This research studies the impact of the fairness perceived by the vulnerable partner over his
behaviours and attitudes. The literature shows that fairness is the core concept of trade
relations, however, scarce are the interorganisational marketing studies that tackle this aspect
which we place at the center of our study. First, the review of the literature about fairness
sheds the light over the role of emotions when an individual perceives his situation as fair or
unfair, which drives him to act accordingly. Then, a qualitative analysis lead among breeders
will allow us to determine the most relevant variables for our theoretical model. At last, we
lead a quantitative study by mean of a questionnaire through a sample of 217 breeders.
Empirical results therefore demonstrate the mediating role of emotions between the
perception of fairness and the behaviours and attitudes of the vulnerable partner.

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

L’objectif de cette recherche est d’étudier les effets de l’équité perçue par le partenaire
vulnérable sur ses comportements et ses attitudes. La littérature montre que l’équité est au
coeur des relations d’échanges, néanmoins, peu d’études en marketing interorganisationnel
abordent cette question. Tout d’abord, le réexamen des théories fondatrices de la notion équité
met en lumière le rôle des émotions lorsqu’un individu perçoit sa situation comme équitable
ou inique. Cette dimension émotionnelle a souvent était omise dans les travaux ultérieurs.
Afin de mieux appréhender ses notions, nous avons étudié des travaux relevant de la
psychologie et de la gestion. Une analyse qualitative menée auprès d’éleveurs nous a permis
sélectionner les variables les plus pertinentes pour le modèle théorique. Enfin, nous réalisons
une étude quantitative par questionnaire auprès d’un échantillon de 217 éleveurs. Les résultats
empiriques démontrent ainsi, le rôle médiateur des émotions entre la perception d’équité et les
attitudes et les comportements du partenaire vulnérable.

Authors
SOULIER
Stéphanie
Groupe Sup de Co Amiens Picardie
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