Counterfeit Consumption, Luxury Branding, and Gen Z Digital Consumer Culture
Journal: Luxury
In consumer society, especially for Generation Z, luxury branding using counterfeit consumption has emerged as a unique paradox in that it entails self-expression through digital media, availability of luxury products and social media engagement. In addition to physical storefronts, luxury branding is now associated not only with the physical aspect of a store but also with very well-designed consumer images in cybe…