How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: A moderated mediation model

Abstract

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

Luxury brand attachment: Predictors, moderators and consequences

“…Thus, self-congruence explains and predicts different aspects of consumer behaviour such as brand attitude, product use and ownership, willingness to buy and retail loyalty (e.g., Sirgy, 1982;Sirgy et al, 1997). Experiential marketing connects consumers' perceived selves with the brand, provides memorable brand experience, and thus builds emotional attachments to brands (Schmitt, 2012;Thomson et al, 2005) consumption has been evident in the literature (e.g., Choi et al, 2020;Jacob et al, 2020;Shan et al, 2021).…”

“…Experiential marketing connects consumers’ perceived selves with the brand, provides memorable brand experience, and thus builds emotional attachments to brands (Schmitt, 2012; Thomson et al., 2005). The relevance of consumers’ self‐image enhancement through luxury consumption has been evident in the literature (e.g., Choi et al., 2020; Jacob et al., 2020; Shan et al., 2021).…”

“…Furthermore, studies on luxury brands have argued that luxury branding experience is a critical factor in increasing the value of a product because consumers buy the luxury brand to express themselves (e.g., Han & Kim, 2020;Shan et al, 2021;Tynan et al, 2010).…”

“…(2012) focus on the self‐congruity theory and find that user and usage imagery congruity are positively associated with attitude and loyalty in the luxury brand context. Furthermore, studies on luxury brands have argued that luxury branding experience is a critical factor in increasing the value of a product because consumers buy the luxury brand to express themselves (e.g., Han & Kim, 2020; Shan et al., 2021; Tynan et al., 2010). Existing literature highly supports that consumers buy the luxury brands that match their personality and brand image (e.g., Jacob et al., 2020; Vigneron & Johnson, 1999).…”

“…The ideal self is a motivational factor and influences consumer behaviour (Zogaj et al., 2021). Consumers buy and build strong relationships with the brands that help them achieve the desired self‐image (e.g., Shan et al., 2021; Mikulincer & Shaver, 2007; Malär et al., 2011). Based on these empirical findings and referring back to the phenomenon of self‐expansion and feeling of oneness with an object, this research hypothesizes the following:…”