Abstract
Counterfeiting of luxury brands has been growing steadily in the past few years in spite of to the joint efforts of individual organizations and law enforcement agencies. The issue of counterfeit consumption seems to remain a permanent feature of the marketplace for time to come. In recent years, counterfeit luxury brand consumption continues to expand worldwide, and it is now sometimes regarded as a common act of consumption. Without reservation, counterfeit luxury brands are among the most critical issues for not only genuine luxury brands but also law makers around the world.The main purpose of this conceptual paper is to extend existing literature on counterfeiting of luxury brands by building a research model to examine the influence of materialism and life satisfaction on consumer willingness to buy counterfeit luxury brands (WTBCLB).
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