The Overlooked Component in the Consumption of Counterfeit Luxury Brands Studies: Materialism - A Literature Review

Abstract

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. Keywords: Materialism, Counterfeit, Luxury