“Buying status” by choosing or rejecting luxury brands and their counterfeits

Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?

“…Given that status consumption is an important construct in studying luxury goods consumption, surprisingly, only a handful of studies have extended the discussion and investigated the behavioral intention of consumers and their probability to repurchase. Geiger-Oneto et al (2013) investigated alternative brand type choice processes (non-luxury brand and both authentic and counterfeit luxury brand types) and found support for status consideration in selecting or rejecting luxury brands. Latter et al (2010) investigated the influence of the need for uniqueness and status consumption on brand perception (brand judgment and emotional value), thus ultimately affecting purchase intention.…”

“…Individuals are motivated to comply with group norms or beliefs and behaviors of others in an attempt to align themselves with their expectations. Status-conscious consumers mainly focus on increasing their influence in social relationships, and demonstrating their competencies and abilities (Geiger-Oneto et al, 2013). They have the 'will to display' in front of other social groups.…”

A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions

“…In his study, Inkon () found that consumers’ self‐expanding desire, reference group belonging tendency and show of consumption willingness motivated their counterfeit brand purchase intention. Similarly, Geiger‐Oneto, Gelb, Walker, and Hess () demonstrated that social considerations influence consumers’ brand type choices. They found that occupational prestige has no effect on choosing luxury counterfeit brand whereas status consumption has a positive effect on choosing luxury counterfeit brand over choosing non‐luxury brand.…”

“…In his study, Inkon () found that consumers’ self‐expanding desire, reference group belonging desire and show of consumption desire motivates their counterfeit brand purchase intention. Correlatively, Geiger‐Oneto et al () found that status consumption had a positive effect on choosing luxury counterfeit brand over choosing non‐luxury brand. Positive relationship between value consciousness and counterfeit consumption, (Ang et al, ; Penz & Stöttinger, ; Randhawa et al, ; Türkyılmaz & Uslu, ) and negative association between ethical value/moral intensity and counterfeit consumption (Chaudhry & Stumpf, ; Kim et al, ; Koklic, ; Kozar & Marcketti, ) were approved by many studies.…”

“…Social influence on counterfeit purchases seem a vivid topic since it tries to answer the ultimate question of “Are we consuming for ourselves or for others?” A widely studied topic as status consumption is quite complex, since it produced conflicting results either positively (Agarwal & Panwar, ; Geiger‐Oneto et al, ; Phau & Teah, ) or negatively (Türkyılmaz & Uslu, ) influence counterfeit purchase intention or have no significant effect (Phau, Sequeira, & Dix, ) at all. Also, the research related to social influence‐based factors lack comparative studies with consumers from different nationalities.…”