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Judith Lynne Zaichkowsky

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Keith Wilcox and Judith Lynne Zaichkowsky

The counterfeiting of luxury products is one of the oldest crimes in history. Despite efforts by companies, governments and industry organizations to reduce counterfeit consumption, the market for counterfeit luxury goods continues to grow. This chapter examines the history of counterfeiting, as well as recent academic research examining the factors that shape consumers’ desire to purchase counterfeit luxury products. We build off these findings to suggest ways to curb counterfeit luxury consumption. Our central premise is that effective anti-counterfeiting efforts most not only focus on legal enforcement, but also on the motivational factors that shape consumers’ desire to purchase luxury counterfeits. By understanding these motivations effective strategies can be designed to reduce the demand for luxury counterfeits. In doing so, we also suggest directions for future academic research on luxury counterfeit consumption