Dupes versus original luxury products

: the impact of product similarity and opportunity costs on consumers’ purchase behaviors and perceptions

Abstract

The luxury market has grown steadily in recent years and is expected to continue to grow over the next five years (Statista, 2023b). However, not everyone who wants to consume luxury goods can afford them. As a result, there is a market for counterfeits and dupes. Unlike counterfeits, dupes (the short version of duplicates) are legal and particularly popular on social media. The impact of counterfeits on the economy, governments, and the original brand, as well as the reasons for consumers to buy counterfeits, have already been investigated. However, limited research about dupes exists in these areas. This research focuses on the impact of the product similarity between the dupe and the original product on consumers’ purchase behaviors and perceptions and the moderating role of opportunity costs. The findings of an experimental study show that a high level of product similarity and a low level of opportunity costs lead to a greater willingness to pay. Perceptions about the dupes’ quality also increase when faced with lower opportunity costs. However, results show that price perceptions and purchase intention for the dupe increase with higher opportunity costs. Consumers’ status motive also influences the results. Furthermore, theoretical, and managerial implications are considered. These relate primarily to the marketing activities that brands should focus on for their various target groups.

Date of Award	31 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)