Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries |
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| Institution: | 1. Paris Sorbonne University Abu Dhabi, PO BOX 38044, Abu Dhabi, United Arab Emirates;2. CNRS & Paris-Dauphine University, UMR 7088, Place du Maréchal de Lattre de Tassigny, 75016 Paris, France;3. Paris-Dauphine University, UMR 7088, Place du Maréchal de Lattre de Tassigny, 75016 Paris, France & Paris Sorbonne University Abu Dhabi, PO BOX 38044, Abu Dhabi, United Arab Emirates;1. Silberman College of Business, Fairleigh Dickinson University, 1000 River Rd. Teaneck, NJ 07666, USA;2. Rawls College of Business, Texas Tech University, MS 2101, Lubbock, TX 79409, USA;3. Terry College of Business, University of Georgia, 130 Brooks Hall, Athens, GA 30602, USA;1. University of Applied Management Studies Mannheim, Germany;2. Kent Business School, University of Kent, United Kingdom;3. Universidade Fumec, Brazil |
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| Abstract: | 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. |
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