Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury

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Hietanen , J , Mattila , P , Sihvonen , A & Tikkanen , H 2018 , ' Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury ' , Marketing Intelligence & Planning , vol. 36 , no. 7 , pp. 750-763 . https://doi.org/10.1108/MIP-01-2018-0008

Title: Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury
Author: Hietanen, Joel; Mattila, Pekka; Sihvonen, Antti; Tikkanen, Henrikki
Contributor organization: Research Units of the Faculty of Social Sciences
Centre for Consumer Society Research
Date: 2018
Language: eng
Number of pages: 14
Belongs to series: Marketing Intelligence & Planning
ISSN: 0263-4503
DOI: https://doi.org/10.1108/MIP-01-2018-0008
URI: http://hdl.handle.net/10138/325682
Abstract: Purpose - The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelganger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach - This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets. Findings - The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the authenticity of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay. Originality/value - While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.
Subject: Paradox
Brand image
Luxury
Authenticity
Counterfeit
Doppelganger
INTELLECTUAL PROPERTY
CONSUMPTION PRACTICES
CONSUMER RESEARCH
PIRACY PARADOX
FASHION
AUTHENTICITY
IDENTITY
CULTURE
GOODS
STRATEGIES
512 Business and Management
Peer reviewed: Yes
Rights: unspecified
Usage restriction: openAccess
Self-archived version: acceptedVersion


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