The unprecedented evolution of internet around the globe made dreamy things possible with an effort of click & blink, the present generation cannot assume the world where the internet is a mere assumption. Despite the luxuries the internet providing to the society, it brings a dark shadow along...

Purpose: This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective. Design/methodology/approach: The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses...