Diffusing the boundaries between luxury and counterfeits

Purpose The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods. Design/methodology/approach This study is an interpretative qualitative research in which the meanings and essence of luxury and counterfeit goods are uncovered by written stories. The photo‐ethnographical method was used to generate the stories. Findings Consumers regard both luxury goods and counterfeits as being at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings, whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can be regarded as the embodiment of luxury, whereas non‐brand products are rather the opposite. Moreover, the existence of authenticity is perceived to be a vital connective and distinctive factor among luxury and counterfeit branded products. Originality/value The research aspires to shed light on the essence of counterfeit and luxury goods by comparing them in an effort to gain better understanding of the luxury phenomenon as a whole.