Association of Marketing Theory and Practice Proceedings 2011


Communities of Counterfet Consumption: An Exploratory Analysis

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



Although online communities of counterfeit consumption continue to enhance the demand for counterfeit products, research that enhances marketers’ understanding of this phenomenon is lacking. The purpose of this article is to provide a deeper understanding of a somewhat paradoxical behavior in counterfeit consumption that goes beyond what is hitherto known and understood. By means of an exploratory study through the use of netnography, this work identified themes that emerged as factors that draw consumers to online communities of counterfeit consumption (CCC). Specifically, the themes identified are; technical competence of community members, members’ willingness to spend and their high expectations of product performance, and the lack of brand equity/loyalty but a presence of factory loyalty (non-brand equity). The development of CCC have strengthened consumer consumption of counterfeit products by extending the ways in which consumers can engage, learn, and identify with counterfeit products—specifically counterfeit watches.

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Digital Commons@Georgia Southern License

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