The aim of this study is to deepen the understanding of luxury counterfeit consumption by using the theories of luxury. This study is an interpretative qualitative research in which the social and personal meanings of luxury counterfeit consumption are explored. Both luxury and counterfeit provide a successful meaning transference. A good counterfeit can be regarded as the substitute good of luxury, which provides social meanings (conformity/status seeking/face saving), whereas it may also operate on a personal level (brand experience/fashion/adventure). The process of purchasing and consumption is fun and enjoyable due to the illegal nature of counterfeit. The research aspires to shed light on the essence of counterfeit in a brand perspective.

This study responds to the emergence of the Shanzhai phenomenon in the international marketplace and introduces the Shanzhai phenomenon into the consumer behavior literature by defining it and comparing it with well-known concepts like luxury counterfeits. More specifically, it examines how consumers' face and brand consciousness influence their willingness to buy luxury counterfeits rather than Shanzhai products. The results show that consumers who are more face conscious are more likely to choose luxury counterfeits than Shanzhai products. In addition, consumers' face consciousness elicits a high concern for well-known brands, which also in turn leads to a more favorable attitude toward luxury counterfeits than Shanzhai products. These findings enable researchers to better understand consumers' responses toward both Shanzhai and counterfeit products and help companies that are protecting their original brands to tailor their consumer-directed measures more effectively.

Purpose Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context. Design/methodology/approach Data were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses. Findings The results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers. Originality/value The results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.

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Instead of focusing on attacking the manufacture and supply of counterfeits, we argue that anti-counterfeiting efforts should aim to reduce consumers' demand for counterfeit luxury products. To achieve this goal, a necessary first step is to understand what personal factors motivate counterfeit luxury consumption. In the current study, we examine how consumers use counterfeit luxury products as a means to achieve a positive self-perception and the underlying justification mechanisms they adopt to resolve the cognitive dissonance associated with counterfeit purchases. The findings not only offer an alternative angle to examine what drives counterfeit luxury consumption but also provide guidance for luxury brands to reduce demand for counterfeit products by emphasizing the potential damage counterfeit consumption can bring to one's self-image.Consumers purchase counterfeit luxury products for various reasons. In addition to wanting to demonstrate a desirable social status (Dhaliwal et al., 2020;Eisend & Schuchert-Güler, 2006), counterfeit consumers aim to attain pleasure and thrill from the shopping experience (Perez et al., 2010), project a smart shopper image