Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries

Julia Pueschel (1) , Cécile Chamaret (2) , Béatrice Parguel (1)

1 DRM - Dauphine Recherches en Management
2 Université Sorbonne Paris Cite,

This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products, the perceived performance, psychosocial, and moral risks might prevent them from the engagement in such consumption. Based on 19 in-depth interviews, a follow-up qualitative study identifies the strategies Emiratis use to cope with the cognitive dissonance that occurs from the perception of those risks. The findings are of major interest for public policy makers and luxury brand managers fighting counterfeiting.

Mots clés: Counterfeit; Luxury brand; Risk; Coping strategies; GCC consumers

Domaines: Gestion et management

Julia Pueschel, Cécile Chamaret, Béatrice Parguel. Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries. Journal of Business Research, 2016, ⟨10.1016/j.jbusres.2016.11.008⟩. ⟨hal-01489482⟩