The devil wears Prada : counterfeit in luxury goods
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25278 |
Resumo: | All over the world, the market of luxury products has been significantly increasing. Following an almost parallel trend, the grey market of counterfeit luxury goods, has also been exponentially growing. To fight against this tendency, and to avoid losing a relevant part of their business, luxury brands need to develop new strategies. Such strategies can be directed not to fight the black market itself, but to better understand consumers’ perception of luxury items and try to change consumer perception about counterfeit goods. To try to understand consumers’ perception and to see their reaction to a threat, this thesis compiled a comprehensive online survey, where participants faced several scenarios with luxury and counterfeit goods. Besides, in half of the scenarios, participants were exposed to a self-threat. The results showed that threatened consumers tend to better accept counterfeit in luxury goods while increasing their sense of fashionable to protect their identity. However, when they were threatened their likelihood to purchase luxury perfumes surprisingly decreased. Consumers’ age influenced the likelihood to purchase a counterfeit luxury perfume in the same way as current occupation and monthly income influenced the likelihood to purchase a counterfeit luxury handbag. The results also showed that consumers that relate a high value-expressive function to genuine luxury goods, have more sensitive moral beliefs from other people buying counterfeit luxury goods. It was also concluded that consumers’ are willing to pay more for some product that may restore their self-image previously threatened. |
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The devil wears Prada : counterfeit in luxury goodsLuxury goodsCounterfeitingSelf-threatSelf-imageMoral beliefsProdutos de luxoContrafaçãoAmeaça à identidadeAuto-imagemConvicções moraisDomínio/Área Científica::Ciências Sociais::Economia e GestãoAll over the world, the market of luxury products has been significantly increasing. Following an almost parallel trend, the grey market of counterfeit luxury goods, has also been exponentially growing. To fight against this tendency, and to avoid losing a relevant part of their business, luxury brands need to develop new strategies. Such strategies can be directed not to fight the black market itself, but to better understand consumers’ perception of luxury items and try to change consumer perception about counterfeit goods. To try to understand consumers’ perception and to see their reaction to a threat, this thesis compiled a comprehensive online survey, where participants faced several scenarios with luxury and counterfeit goods. Besides, in half of the scenarios, participants were exposed to a self-threat. The results showed that threatened consumers tend to better accept counterfeit in luxury goods while increasing their sense of fashionable to protect their identity. However, when they were threatened their likelihood to purchase luxury perfumes surprisingly decreased. Consumers’ age influenced the likelihood to purchase a counterfeit luxury perfume in the same way as current occupation and monthly income influenced the likelihood to purchase a counterfeit luxury handbag. The results also showed that consumers that relate a high value-expressive function to genuine luxury goods, have more sensitive moral beliefs from other people buying counterfeit luxury goods. It was also concluded that consumers’ are willing to pay more for some product that may restore their self-image previously threatened.O mercado dos produtos de luxo e o mercado da contrafação dos mesmos tem sofrido um aumento significativo. Para combater esta tendência e para evitar perdas de negócio, as marcas de luxo têm de começar a desenvolver novas estratégias. Estas, não podem ser unicamente direcionadas ao combate do mercado clandestino em si, mas sim para uma melhor compreensão das perceções dos consumidores sobre os produtos de luxo e na tentativa de mudar as suas perceções sobre os produtos contrafeitos. Para perceber as perceções dos consumidores e analisar como reagem quando são ameaçados, esta tese foi elaborada com base num questionário online, onde os participantes enfrentaram diferentes cenários com produtos de luxo e produtos contrafeitos. Simultaneamente, em metade dos cenários, os participantes foram sujeitos a uma ameaça à sua personalidade. Os resultados mostraram que os consumidores ameaçados tendem a aceitar melhor os produtos contrafeitos como forma de aumentar o seu sentido de moda para proteger a sua identidade. Surpreendentemente, a probabilidade de comprarem perfumes de luxo diminuiu. A idade dos consumidores influenciou a probabilidade de comprarem perfumes contrafeitos da mesma forma que a ocupação atual e salário mensal influenciaram a probabilidade de comprarem malas de luxo contrafeitas. Os resultados também mostraram que os consumidores que associam a função de valor expressivo aos produtos de luxo, são mais sensíveis nas suas convicções morais sobre as outras pessoas comprarem produtos contrafeitos. Foi também concluído que os consumidores estão dispostos a pagar mais por produtos que possam restaurar a sua imagem, quando previamente ameaçada.Braga, João Pedro Niza JacintoVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandes, Rita Abrantes Leite Rodrigues2018-07-30T09:15:54Z2018-03-0720182018-03-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25278TID:201888424enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:30:40Zoai:repositorio.ucp.pt:10400.14/25278Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:08.965359Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The devil wears Prada : counterfeit in luxury goods |
title |
The devil wears Prada : counterfeit in luxury goods |
spellingShingle |
The devil wears Prada : counterfeit in luxury goods Fernandes, Rita Abrantes Leite Rodrigues Luxury goods Counterfeiting Self-threat Self-image Moral beliefs Produtos de luxo Contrafação Ameaça à identidade Auto-imagem Convicções morais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The devil wears Prada : counterfeit in luxury goods |
title_full |
The devil wears Prada : counterfeit in luxury goods |
title_fullStr |
The devil wears Prada : counterfeit in luxury goods |
title_full_unstemmed |
The devil wears Prada : counterfeit in luxury goods |
title_sort |
The devil wears Prada : counterfeit in luxury goods |
author |
Fernandes, Rita Abrantes Leite Rodrigues |
author_facet |
Fernandes, Rita Abrantes Leite Rodrigues |
author_role |
author |
dc.contributor.none.fl_str_mv |
Braga, João Pedro Niza Jacinto Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Fernandes, Rita Abrantes Leite Rodrigues |
dc.subject.por.fl_str_mv |
Luxury goods Counterfeiting Self-threat Self-image Moral beliefs Produtos de luxo Contrafação Ameaça à identidade Auto-imagem Convicções morais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury goods Counterfeiting Self-threat Self-image Moral beliefs Produtos de luxo Contrafação Ameaça à identidade Auto-imagem Convicções morais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
All over the world, the market of luxury products has been significantly increasing. Following an almost parallel trend, the grey market of counterfeit luxury goods, has also been exponentially growing. To fight against this tendency, and to avoid losing a relevant part of their business, luxury brands need to develop new strategies. Such strategies can be directed not to fight the black market itself, but to better understand consumers’ perception of luxury items and try to change consumer perception about counterfeit goods. To try to understand consumers’ perception and to see their reaction to a threat, this thesis compiled a comprehensive online survey, where participants faced several scenarios with luxury and counterfeit goods. Besides, in half of the scenarios, participants were exposed to a self-threat. The results showed that threatened consumers tend to better accept counterfeit in luxury goods while increasing their sense of fashionable to protect their identity. However, when they were threatened their likelihood to purchase luxury perfumes surprisingly decreased. Consumers’ age influenced the likelihood to purchase a counterfeit luxury perfume in the same way as current occupation and monthly income influenced the likelihood to purchase a counterfeit luxury handbag. The results also showed that consumers that relate a high value-expressive function to genuine luxury goods, have more sensitive moral beliefs from other people buying counterfeit luxury goods. It was also concluded that consumers’ are willing to pay more for some product that may restore their self-image previously threatened. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-07-30T09:15:54Z 2018-03-07 2018 2018-03-07T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/25278 TID:201888424 |
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http://hdl.handle.net/10400.14/25278 |
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TID:201888424 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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