Counterfeit luxury consumption: A review and research agenda

Abstract

AbstractThis article captures the present state of research on counterfeit luxury consumption by providing a critical review of the existing body of knowledge. The article proposes a novel conceptualization of counterfeit luxury consumption from a consumer perspective. Based on predetermined inclusion criteria, the paper provides a systematic review of the growing yet still fragmented scholarship on counterfeit luxury consumption. It provides a historical overview of the extant counterfeiting research, synthesizes the existing body of knowledge, and provides propositions for future research and practice. In our pursuit towards building a robust counterfeiting theory, this study identifies the key perspectives that seek to explain the consumption of counterfeit luxury brands through different lenses. The article reviews key theories and constructs, identifies inconsistencies in findings, and provides explanations towards a common understanding. To this pursuit, a synthesis of three counterfeiting research domains is presented; moreover, an integrated model, which captures their interrelationships, is proposed. Finally, the implications for theory and practice are spelled out. The resultant five key tenets are, therefore, proposed to guide the future of research in counterfeit luxury consumption.