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MKTG 301

Journal presentation

Elaine Ng

on 26 April 2010

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Transcript of MKTG 301

Why Do Consumers Buy Counterfeit Luxury Brands? Article Summary Exceed $600 million
Lose $12 billion every year Social-Adjustive
Attitude Value-expression
Attitude Social-Adjustive Attitude Form-image related reasons
Get approval from the social crowds Value-Expression Attitude Communicate central beliefs, attutides and values to others
A form of self-expression
Not necessarily immoral
Reduce the demand for counterfeit products Brand conspicuousness
Advertise brand meaning Louis Vuitton
Among the most recognized brands in the world
Worth over $19 Billion
Recognized as status symbol
Full transcript