Consumers evaluation of imitation in luxury brands and their purchase intention

Abstract

This research explores consumers’ underlying motives for luxury brand mimicry consumption using functional theories as the basis. Three studies are designed to measure consumers’ attitudes toward luxury brands serving as either social adjustive or value expressive function and their varied preference for mimic luxury brands. Also, the constraining effect of imitation types and their relationship with consumer’ moral beliefs will be measured in these two types of consumers. Finally, it will also look into how product characteristics, such as brand logos, and situational characteristics, like advertisements, influence consumers’ attitudes toward luxury brands and what is the meaning in curbing the demand of mimic luxury products. A set of hypothesis will be developed through relevant literature and theories and potential significance of this research is also presented.