From counterfeit to authentic: how experiences with counterfeits shape luxury purchase intentions

Purpose This study examines how consumers' experiences with counterfeit luxury products influence their intentions to purchase authentic luxury goods. Drawing on the attachment–aversion model, the study focuses on attachment-based mechanisms to explain how counterfeit consumption may foster desire for authentic ownership. Design/methodology/approach Survey data were collected from consumers in China and the USA. The study examines the effects of three psychological evaluations of counterfeit products on authentic purchase intention. Brand connection is tested as a moderating variable that conditions the strength of these relationships. Findings The results show that perceived quality, signaling effectiveness, and consumer pleasure derived from counterfeit products all positively influence consumers' intentions to purchase authentic luxury goods. Brand connection significantly strengthens these relationships, indicating that consumers who feel more emotionally connected to the brand are especially likely to translate counterfeit experiences into interest in authentic ownership. Originality/value This study challenges the dominant view of counterfeit consumption as purely harmful to luxury brands by demonstrating that counterfeit experiences can foster attachment and motivate subsequent authentic purchases. By highlighting attachment-based mechanisms and the moderating role of brand connection, the study offers new theoretical insights and practical implications for luxury brand managers navigating markets with widespread counterfeit consumption.