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Title: Fakin' it: Counterfeiting and consumer contradictions
Author: Lee Hoe [Glasgow Caledonian University], Gillian Hogg and Susan Hart [University of Strathclyde]

European Advances in Consumer Research 6: 60-67

Year: 2003


Subject/Type: Counterfeiting
Focus: Apparel and Shoes, Brands (non-deceptive counterfeits), Fashion Accessories
Country/Territory: United Kingdom
Objective: To address the role of fake fashion brands and their implications in the construction of consumer identity.
Sample: 20 avid under-30-years-old fashion consumers
Methodology: In-depth interviews

Main Findings

Consumers who are not extremely familiar with the original good have problems identifying its counterfeit copy. For most respondents, the desire to own the brand (even through a fake copy) outweighed the desire to "do the right (legal) thing". The most frequently cited reason for purchasing a counterfeit fashion item was "to impress others"; therefore, it matters more that others cannot tell that the item is a fake, even if the owner is aware that it is not genuine. However, contradictions in perceptions were found when the same respondents indicated that they thought negatively of people who buy counterfeits and try to pass them off as real.

[Date Added: Aug 12, 2008 ]