The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases

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dc.contributor.author Ngo, LV en
dc.contributor.author Northey, Gavin en
dc.contributor.author Tran, Q en
dc.contributor.author Septianto, F en
dc.date.accessioned 2019-03-11T20:50:11Z en
dc.date.issued 2018 en
dc.identifier.issn 0969-6989 en
dc.identifier.uri http://hdl.handle.net/2292/45914 en
dc.description.abstract People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or how these attitude functions might be used to inhibit purchase of counterfeit luxury products. Using a mixed (survey/experiment) design, in two studies this research demonstrates an individual's social adjustive function has a positive influence on purchase intent for counterfeit luxury goods. However, the use of value expressive ad appeals can limit this effect on consumer decision making. The findings also demonstrate the existence of contingent effects across different levels of product involvement and product knowledge. The contingent effects help better understand the inconsistent findings in the literature regarding the influence of value-expressive and social-adjustive functions on counterfeit purchase intention, and shed light on the interplay among these variables. en
dc.relation.ispartofseries Journal of Retailing and Consumer Services en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases en
dc.type Journal Article en
dc.identifier.doi 10.1016/j.jretconser.2018.09.003 en
pubs.volume online first en
dc.rights.holder Copyright: The author en
pubs.publication-status Accepted en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 756783 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2018-11-27 en
pubs.online-publication-date 2018-11-08 en


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