Do Cultural Capital and Conspicuous Consumption Influence Counterfeit Purchase Attitude? Evidence from Brazilian Market




Consumo conspícuo, Capital cultural, Produtos falsificados de luxo, Comportamento do consumidor.


This article analyses the influence of economic benefits, brand affection, cultural capital, and conspicuous consumption on the attitude toward counterfeit luxury products. A survey was carried out in places where these products are sold in the cities of Belo Horizonte and Nova Serrana, in the state of Minas Gerais, Brazil. The interviewees were divided into two groups (high and low cultural capital) and the data obtained were analyzed using Structural Equation Modeling. We found that brand affection, conspicuous consumption and cultural capital do not influence the attitude about counterfeit luxury products. Therefore, the economic benefit was the only factor capable of explaining the attitude. In comparative terms, the results were similar, but the economic benefits are more relevant for high cultural capital respondents.

Biografia do Autor

José Marcos Carvalho de Mesquita, Universidade Fundação Mineira de Educação e Cultura, Brasil

Professor do Programa de Doutorado e Mestrado em Administração.

Wenderson Moura, Universidade Fundação Mineira de Educação e Cultura, Brasil

Egresso do Programa de Doutorado e Mestrado em Administração.

Alexandre Teixeira Dias, Instituto Brasileiro de Mercado de Capitais - Belo Horizonte, Brasil

Professor Assistente I.


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Como Citar

Carvalho de Mesquita, J. M., Moura, W., & Teixeira Dias, A. (2021). Do Cultural Capital and Conspicuous Consumption Influence Counterfeit Purchase Attitude? Evidence from Brazilian Market. Marketing & Tourism Review, 6(2).