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In China, conformity plays an imperative role and it usually shapes and influences in the standards that people use to evaluate their purchase choices. Due to the uniqueness of traditional Chinese culture, the Chinese has their own understanding of luxury brand value, which is distinct from the views from Western cultures. In Western societies, instead of distinguishing themselves by using products with luxury brand logos, more people tend to establish their …show more content…
Consumers of fake luxury do not pay much attention to the quality of the product, but do concern more about the appearance of the counterfeit product. Low quality but look-alike counterfeits will not destroy the authentic luxuries’ perceived value as long as they provide a desired meaning transference. Therefore, although being discovered as users of counterfeit products will make them lose “face”, many Chinese consumers still choose to buy fake luxuries with famous brand logos and names to satisfy their