The Fake Factor

The brand has become a symbol for quality. When fakes appear on the scene, the quality of goods is inevitably compromised. As a consumer, we know this. But it doesn't deter us from buying fakes. This book examines the complex relationship that consumers have with brands and comes up with some surprising results. When it comes to buying fakes, money is not the only factor at work. Insecurity ("I have to be in the know"), attitude ("I'm cool"), and sheer rebellion (see the rich celebrities who take pleasure in wearing fake designer clothes) enter into this complex equation.