Résumés
Abstract
This research investigates the motivations of counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries. Using a Means-End Chain approach, this research uncovers four dominant motivational patterns and complexities that drive affluent GCC consumers to purchase counterfeit luxury products: Value-Consciousness, Belonging, Hedonism and Self-esteem. Luxury brands and policy makers could use these main hidden final values to gain a holistic understanding of consumer motivations and develop stronger anti-counterfeiting strategies to discourage counterfeit consumption.
Keywords:
- Counterfeiting,
- Luxury brand,
- Means-End Chain,
- GCC consumers
Résumé
Cette recherche examine les motivations de la consommation de produits de luxe contrefaits dans les pays du Conseil de coopération du Golfe (CCG). En utilisant une analyse par chaînages cognitifs, cette étude révèle quatre modèles de motivation dominants qui poussent les consommateurs aisés des pays membres du CCG à acheter des produits de luxe contrefaits : la conscience de la valeur, l'appartenance, l'hédonisme et l'estime de soi. Les marques de luxe et les décideurs pourraient utiliser ces principales valeurs pour acquérir une compréhension des motivations des consommateurs et développer des stratégies de lutte contre la contrefaçon plus solides afin de décourager la consommation des contrefaçons.
Mots-clés :
- contrefaçon,
- marque de luxe,
- chaînages cognitifs,
- consommateurs du CCG
Resumen
Esta investigación estudia las motivaciones de consumo de productos de lujo falsificados en los países del Consejo de Cooperación del Golfo (CCG). Utilizando el modelo de Cadenas Medio-Fin, esta investigación descubre cuatro patrones motivacionales dominantes que llevan a los consumidores de CCG a comprar productos de lujo falsificados: Conciencia de Valor, Pertenencia, Hedonismo y Autoestima. Las marcas de lujo y los responsables políticos podrían usar estos principales valores finales ocultos para obtener una comprensión holística de las motivaciones de los consumidores y, así, desarrollar estrategias más fuertes contra la falsificación para, de este modo, desalentar el consumo de falsificaciones.
Palabras clave:
- falsificación,
- marca de lujo,
- cadenas Medio-Fin,
- consumidores CCG
Parties annexes
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