The Devil wears fake prada: Dual envy theory explains why consumers intend to purchase non-deceptive luxury counterfeits

Description

Applying the dual envy theory to understand why consumers deliberately intend to purchase non-deceptive luxury counterfeits, we posit that benign enviers intend to purchase such counterfeits when they cannot afford the original, whereas malicious enviers are driven to purchase such counterfeits by a desire to punish the unfair original brand.

Publication Date

1-1-2018

Publisher

Association for Consumer Research

Keywords

Marketing management, Consumer behaviour

Conference

2018 Annual Conference of the Association for Consumer Research: Working Paper Track, 11-14 October, 2018, Dallas, TX, USA

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