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Title:
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'SECOND-HAND' VS 'COUNTERFEIT' LUXURY FASHION GOODS: CONSUMER MOTIVES AND PREFERENCES IN A CROSS-CULTURAL INVESTIGATION |
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Author(s):
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Rawdhah Alzughaibi, Maria Logkizidou, Pammi Sinha and Alice Dallabona |
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ISBN:
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978-989-8704-46-7 |
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Editors:
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Piet Kommers, Tomayess Issa, Adriana Backx Noronha Viana, Theodora Issa and Pedro Isaías |
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Year:
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2022 |
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Edition:
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Single |
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Keywords:
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Second-Hand Luxury, Counterfeit Luxury, Collectivism, Individualism |
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Type:
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Poster |
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First Page:
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215 |
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Last Page:
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216 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The research in luxury goods usually focuses on exploring one type of luxury products: new luxury, counterfeit luxury or, more recently, second-hand luxury. More studies in the marketing literature have focused on new (i.e., first-hand) luxury goods exploring consumer's as well as retailer's perspectives. Hence, consumer's preference between "alternative" types of luxury products (e.g., second-hand luxury vs counterfeit luxury) have been largely neglected and the role of culture (Easter vs Western) as a moderator on this decision is yet rather unknown. This research uncovers the perceived luxury values that drive consumer preferences for second-hand vs counterfeit luxury fashion products and tests whether these values are contingent upon consumers' cultural characteristics: level of collectivism vs level of individualism. |
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