KIMLIK VE TÜKETIM İLIŞKISINI TERSINDEN DÜŞÜNMEK: LÜKS ÜRÜNLERIN TAKLITLERI ILE KIMLIK OLUŞTURMA
Authors: Şenay SABAH-KIYAN
Number of views: 539
Identity construction through luxury consumption is one of the trend topics in the marketing literature. It is a controversy whether the counterfeits play a similar role. Since the counterfeits are easily accessible in
the countries such as Turkey, the subject became more important accordingly. In this study, the identity construction through consumption of the
counterfeits of luxury products will be discussed. In this respect, eleven
counterfeit users are selected through purposeful sampling. In depth unstructured interview is used and Miles and Huberman’s model is applied
for the data analyses. As a result, the consumers in the sample construct
their identities based on five axes related to the counterfeit consumption.
These are the desire to be in the reference groups, rationality, tendency to
look for variety/novelty, and rationalization of counterfeit consumption.