The present research examines the impact of perceived social power on individuals’ decisions for alternative modes of luxury brands acquisition, whether for first-hand, second-hand or counterfeit luxury goods. It also explores whether these decisions are moderated by the level of luxury of the brand, i.e. entry-level or top-level luxury brands. Thus, through an experimental study with a mixed design, this paper showed that high-power individuals are less willing to purchase counterfeit products than their powerless counterparts and that are also less price-sensitive. Also, it proposes that high states of social power lead to more conservative socially risky decisions than low states of social power in a purchasing context. Nevertheless, it can also lead to more risky decisions when purchasing products that carry high levels of financial risk.There was a consensual difference between groups: regardless of the perceived social power, individuals have more purchase intentions for authentic luxury products (first and second-hand) than for the non-authentic ones (counterfeits). However, while the purchasing intentions of the latter are identical among both authentic products, low-power individuals demonstrated a greater willingness to purchase second-hand luxury products than the first-hand ones. Moreover, contrary to expectations, low-power individuals show more propensity to buy counterfeit products than their powerful counterparts. The conclusions and implications of these results are discussed throughout the dissertation.
|Date of Award||27 Jan 2021|
- Universidade Católica Portuguesa
|Supervisor||João Niza Braga (Supervisor)|
- Social power
- Entry-level luxury brands
- Top-level luxury brands
- Mestrado em Gestão e Administração de Empresas