The emergence of 'new luxury' available at affordable prices has resulted in abundance of counterfeit products in the markets. As the extent of counterfeiting is increasing in almost every industry, it becomes critical to develop measures that can help to prevent buying and selling of counterfeit products. In exploring consumers' buying behavior of counterfeit products, this study was designed to examine the influence of individuals' characteristics or consumer orientations, both social and personal, on that generate the demand for counterfeit brands. This study employed four theoretical frameworks: (a) the Theory of Planned behavior, (b) Value-Attitude-Behavioral intention system, (c) Bandwagon effect in the theory of consumer demand, and (d) Aberrant consumer behavior. Specifically, this study investigates consumers' intention to purchase counterfeit brands based on their social consumer orientation (social conformity, status seeking, fashion consciousness, and price-quality schema) and personal consumer orientation (ethical value, social responsibility, and integrity), attitudes toward the purchase of counterfeit brands, subjective norm, and perceived control over the purchase of counterfeit brands. Further, this study aims to explore the role of price sensitivity as a moderator in understanding the relationship between attitudes and intentions to purchase counterfeit and original luxury brands. This study was conducted in the context of fashion luxury brands that sell handbags and wallets. An online self-administered survey methodology was employed to collect the data from 500 subjects. The data were analyzed by maximum likelihood estimation (MLE) procedure using structural equation modeling (SEM). Out of total 14 proposed hypotheses, 10 were significant, as expected. However, the rest 4 were not found to be significant. Status seeking was found to have an insignificant relationship with subjective norm to purchase a counterfeit brand. Fashion consciousness was found to have a negative influence on attitude while the relationship of price-quality schema with attitude was not found to be significant. Also, integrity was not found to significantly influence subjective norm. Price sensitivity did not act as a moderator due to non significant relationships between attitude and intensions to purchase counterfeit and original brands. Research and managerial implications, limitations, and suggestions for future research were drawn based on the results.

The purpose of this study is to deepen the understanding of consumer psyche and to explore consumer attitudes and intentions with respect to purchase of counterfeit fashion products. The craze to own renowned brands has resulted in increased fake or counterfeit products in the market. In order to be in tune with the latest fashion trends, consumers, who otherwise cannot afford the original brands, are opting for knockoffs. Apart from economic reasons, there are other reasons too that motivate consumers to buy counterfeit products. The study is a qualitative research focusing on understanding the way consumers interpret and make sense of their experience with counterfeit fashion products. A conceptual review was carried out to explore the possible antecedents and results of consumption of non-deceptive counterfeit fashion products.

Trade in counterfeit luxury brands is perceived as a challenging issue to the luxury industry. As such, this paper sought to explore an often overlooked component of consumer behavior in the consumption of counterfeit luxury brands - materialism. An extensive and critical literature review was conducted that included contributions from different streams of management and marketing research. While researchers has noted that materialism plays an essential role in influencing purchase intention of consumer consumption of luxury brands, little is known about its role in consumption of counterfeit luxury brands. Moreover, the concept of materialism can be further dimensionalized to pertain to the motivation of indulging in counterfeit purchases. Through further investigation of the role of materialism in the consumption of counterfeit luxury brands, this paper also opens an agenda of directions that are worthy of research and will have academic, managerial, and social policy significance.

This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension as a strategy in regards to luxury fashion brands

Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

This book explores the consumption of counterfeit fashion goods. Despite the importance of the consumer in counterfeiting policy, there has been a lack of attention within criminology about the demand for counterfeit goods. A tendency to explain counterfeit consumption through deviance or ‘othering’ reinforces stereotypical assumptions about consumers and overplays the importance of superficial factors in consumption. This book develops an understanding of why counterfeit markets exist through exploring consumer behavior in consuming counterfeit fashion, and examining this in relation to attitudes on fashion, crime, harm and victimization. The book argues that there is a need to consider demand for illicit goods within a broader understanding of the nature of fashion and the fashion industry. This book will appeal to those with an interest in illicit markets, consumer behavior, fashion, criminology, and the harms associated with fashion and consumer industries more generally.

Fashion is a lot more than providing an answer to primary needs. It is a way of communication, of distinction, of proclaiming a unique taste and expressing the belonging to a group. Sometimes to an exclusive group. Currently, the fashion industry is moving towards hyperspace, to a multidimensional world that is springing from the integration of smart textiles and wearable technologies. It is far beyond aesthetics. New properties of smart textiles let designers experiment with astonishing forms and expressions. There are also surprising contrasts and challenges: a new life for natural fibers, sustainable fabrics and dyeing techniques, rediscovered by eco-fashion, and "artificial apparel," made of wearable electronic components. How is this revolution affecting the strategies of the fashion industry?