If I can’t afford it, I will buy dupes: Influence of dupe culture on consumer perceived value of luxury products

Muhammad Zafran; Aiman  Irfan Ahmed

doi:10.36097/rsan.v1i62.3522

Authors

Muhammad Zafran Beaconhouse National University https://orcid.org/0000-0002-6707-3656
Aiman Irfan Ahmed Beachonhouse National University https://orcid.org/0009-0000-7111-381X

DOI:

https://doi.org/10.36097/rsan.v1i62.3522

Keywords:

Counterfeit, dupe culture, luxury goods, customer perceived value

Abstract

With the increasing trend of dupe culture and buying counterfeit products in the textile and fashion industry, the topic has received scarce attention in marketing research. The purpose of this study is to examine the effects of counterfeiting on consumers’ perceived value of product. Quantitative customer survey forms (N=150) were used to collect data from customers in Pakistan. The study seeks its guidance from the theoretical framework of customer perceived value (CPVs) and performs SEM analysis to examine the effects of dupe culture on four dimensions of CPV: emotional value, social value, quality, and price. Multiple linear regression is used to test the relationship between independent and dependent variables. Research findings suggest that dupe culture/counterfeiting positively influences consumer’s perceived value. All four dimensions of perceived value including emotional or psychological value, social value, functional value and economic value are positively correlated with dupe culture/counterfeits of luxury products. Social and emotional values emerged as higher order constructs, while functionality and price were perceived as second order perceived value. The study findings are useful in understanding consumer behavior with regard to counterfeiting in developing nations and designing value propositions in the given domain. Luxury brands can also use research findings when developing anti-counterfeiting strategies to attract customers towards original products. Counterfeiting is an emerging market in developing nations and attracts customers by addressing their need for social status.

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