Khan, Sameeullah; Fazili, Asif Iqbal; Bashir, Irfan - In: Journal of Product & Brand Management 31 (2021) 3, pp. 415-437
Purpose: This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective. Design/methodology/approach: The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses...