Lived meanings of counterfeit branded fashion goods for everyday consumption
Due to the plethora of counterfeit goods in the physical and virtual marketplace, the plummeting demand for genuine fashion goods led to social and economic problems in the fashion goods industry. These dark markets pose the most critical challenge for luxury brand manufacturers in discouraging cons...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resources Management Academic Research Society (HRMARS)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/119305/ http://psasir.upm.edu.my/id/eprint/119305/1/119305.pdf |
| _version_ | 1848867930292355072 |
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| author | Rosely, Nurhidayah Raja Yusof, Raja Nerina Hashim, Haslinda Abdullah Thani, Ayu Kamareenna |
| author_facet | Rosely, Nurhidayah Raja Yusof, Raja Nerina Hashim, Haslinda Abdullah Thani, Ayu Kamareenna |
| author_sort | Rosely, Nurhidayah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Due to the plethora of counterfeit goods in the physical and virtual marketplace, the plummeting demand for genuine fashion goods led to social and economic problems in the fashion goods industry. These dark markets pose the most critical challenge for luxury brand manufacturers in discouraging consumers from participating in counterfeiting activities. Based on a hermeneutic phenomenology study, this research attempted to examine an exhaustive and contextualised account of 12 consumers consumption experiences on the purchase of counterfeit branded fashion goods through in-depth interviews. The data were analysed using thematic analysis, and two themes emerged from this study; special occasions and prized collection. It validated that consumers refused to detach from the brand and purchased counterfeit branded fashion goods due to the intense attachment with the desired brand. It enables them to connect to the brand daily, which echoed profane consumption. The data confirmed how consumers treat the original branded fashion goods as sacred objects, even though the value should be preserved, and their involvement in counterfeit consumption was merely to protect those original branded fashion goods. This analysis adds knowledge to counterfeit branded fashion goods and consumer behaviour as the emerging themes depicted the actual experiences captured from the consumers who continuously involved in counterfeit consumption practice. |
| first_indexed | 2025-11-15T14:44:19Z |
| format | Article |
| id | upm-119305 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:44:19Z |
| publishDate | 2024 |
| publisher | Human Resources Management Academic Research Society (HRMARS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1193052025-08-14T00:48:55Z http://psasir.upm.edu.my/id/eprint/119305/ Lived meanings of counterfeit branded fashion goods for everyday consumption Rosely, Nurhidayah Raja Yusof, Raja Nerina Hashim, Haslinda Abdullah Thani, Ayu Kamareenna Due to the plethora of counterfeit goods in the physical and virtual marketplace, the plummeting demand for genuine fashion goods led to social and economic problems in the fashion goods industry. These dark markets pose the most critical challenge for luxury brand manufacturers in discouraging consumers from participating in counterfeiting activities. Based on a hermeneutic phenomenology study, this research attempted to examine an exhaustive and contextualised account of 12 consumers consumption experiences on the purchase of counterfeit branded fashion goods through in-depth interviews. The data were analysed using thematic analysis, and two themes emerged from this study; special occasions and prized collection. It validated that consumers refused to detach from the brand and purchased counterfeit branded fashion goods due to the intense attachment with the desired brand. It enables them to connect to the brand daily, which echoed profane consumption. The data confirmed how consumers treat the original branded fashion goods as sacred objects, even though the value should be preserved, and their involvement in counterfeit consumption was merely to protect those original branded fashion goods. This analysis adds knowledge to counterfeit branded fashion goods and consumer behaviour as the emerging themes depicted the actual experiences captured from the consumers who continuously involved in counterfeit consumption practice. Human Resources Management Academic Research Society (HRMARS) 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/119305/1/119305.pdf Rosely, Nurhidayah and Raja Yusof, Raja Nerina and Hashim, Haslinda and Abdullah Thani, Ayu Kamareenna (2024) Lived meanings of counterfeit branded fashion goods for everyday consumption. International Journal of Academic Research in Business and Social Sciences, 14 (4). pp. 494-509. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/21200/Lived-Meanings-of-Counterfeit-Branded-Fashion-Goods-for-Everyday-Consumption 10.6007/ijarbss/v14-i4/21200 |
| spellingShingle | Rosely, Nurhidayah Raja Yusof, Raja Nerina Hashim, Haslinda Abdullah Thani, Ayu Kamareenna Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title | Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title_full | Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title_fullStr | Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title_full_unstemmed | Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title_short | Lived meanings of counterfeit branded fashion goods for everyday consumption |
| title_sort | lived meanings of counterfeit branded fashion goods for everyday consumption |
| url | http://psasir.upm.edu.my/id/eprint/119305/ http://psasir.upm.edu.my/id/eprint/119305/ http://psasir.upm.edu.my/id/eprint/119305/ http://psasir.upm.edu.my/id/eprint/119305/1/119305.pdf |