Between fascination and rejection, how do consumers perceive luxury brands despite the existence of counterfeits? / Allan KARSENTY / 2020

Titre : Between fascination and rejection, how do consumers perceive luxury brands despite the existence of counterfeits? Type de document : Mémoire Auteurs : Allan KARSENTY, Auteur Année de publication : 2020 Importance : 38 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATION ; CONTREFACON ; FRANCE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR Résumé : The purpose of this paper is to understand and analyze how luxury consumers perceive luxury brands despite the existence of counterfeit goods. Counterfeiting is a delicate, if not taboo, subject, but does it really change the image that consumers have of luxury brands? Design/Methodology/Approac: 8 French luxury consumers, 4 women and 4 men, between 23yo and 60yo, were interviewed using a semi-structured interview. Findings:As complex as it is to define what is luxury and what is counterfeiting, the first idea is that, generally speaking, people think that counterfeiting can have, potentially, an impact on luxury brands. But in reality, there are many reasons why counterfeiting does not change the perception that luxury consumers have of luxury brands. Counterfeiting can sometimes even have a positive impact. Originality/Value: This research attempts to show that counterfeiting does not have as much impact on luxury brands as is generally imagined. Research limitations: Too small sample that does not allow generalizable conclusions to be drawn on a larger scale. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529782