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Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury
University Helsinki, Finland; Aalto University, Finland.
Aalto University, Finland.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Aalto University, Finland.
2018 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 36, no 7, p. 750-763Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
England: Emerald Group Publishing Limited, 2018. Vol. 36, no 7, p. 750-763
Keywords [en]
Paradox, Brand image, Luxury, Authenticity, Counterfeit, Doppelganger
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-69676DOI: 10.1108/MIP-01-2018-0008ISI: 000444238800003OAI: oai:DiVA.org:kau-69676DiVA, id: diva2:1257944
Available from: 2018-10-23 Created: 2018-10-23 Last updated: 2018-11-02Bibliographically approved

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Sihvonen, Antti

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