<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072025000200017</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v1i62.3522</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Si no puedo pagarlo, compraré imitaciones: Influencia de la cultura de réplicas en el valor percibido por el consumidor de productos de lujo]]></article-title>
<article-title xml:lang="en"><![CDATA[If I can&#8217;t afford it, I will buy dupes: Influence of dupe culture on consumer perceived value of luxury products]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zafran]]></surname>
<given-names><![CDATA[Muhammad]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ahmed]]></surname>
<given-names><![CDATA[Aiman Irfan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Beaconhouse National University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Pakistan</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Beachonhouse National University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Pakistan</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>1</volume>
<numero>62</numero>
<fpage>17</fpage>
<lpage>29</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072025000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072025000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072025000200017&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con la creciente tendencia de la cultura de réplicas y la compra de productos falsificados en la industria textil y de la moda, este tema ha recibido escasa atención en la investigación en marketing. El propósito de este estudio es examinar los efectos de la falsificación en el valor percibido del producto por parte de los consumidores. Se utilizaron formularios de encuestas cuantitativas a clientes (N=150) para recopilar datos de consumidores en Pakistán. El estudio se basa en el marco teórico del valor percibido por el cliente (CPV, por sus siglas en inglés) y realiza un análisis de ecuaciones estructurales (SEM) para examinar los efectos de la cultura de réplicas sobre cuatro dimensiones del CPV: valor emocional, valor social, calidad y precio. Se utilizó regresión lineal múltiple para probar la relación entre las variables independientes y dependientes. Los hallazgos de la investigación sugieren las cuatro dimensiones del valor percibido están positivamente correlacionadas con las réplicas de productos de lujo. Los valores social y emocional emergieron como constructos de orden superior, mientras que la funcionalidad y el precio fueron percibidos como valores de segundo orden. Los resultados del estudio son útiles para diseñar propuestas de valor dentro de este ámbito. Las marcas de lujo también pueden utilizar estos hallazgos al desarrollar estrategias antipiratería que atraigan a los consumidores hacia productos originales. La falsificación es un mercado emergente en las naciones en desarrollo y atrae a los clientes al responder a su necesidad de estatus social.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Despite the growing prevalence of dupe culture and counterfeit purchases in the textile and fashion industry, this phenomenon has received limited attention in marketing research. The purpose of this study is to examine the effects of counterfeiting on consumers&#8217; perceived value of product. Data were collected through a quantitative survey (N = 150) conducted among consumers in Pakistan. The study seeks its guidance from the theoretical framework of customer perceived value (CPVs) and performs SEM analysis to examine the effects of dupe culture on four dimensions of CPV: emotional value, social value, quality, and price. Multiple linear regression is used to test the relationship between independent and dependent variables. Research findings suggest that dupe culture/counterfeiting positively influences consumer&#8217;s perceived value. All four dimensions of perceived value including emotional or psychological value, social value, functional value and economic value are positively correlated with dupe culture/counterfeits of luxury products. Social and emotional values emerged as higher order constructs, while functionality and price were perceived as second order perceived value. The study findings are useful in understanding consumer behavior with regard to counterfeiting in developing nations and designing value propositions in the given domain. Luxury brands can also use research findings when developing anti-counterfeiting strategies to attract customers towards original products. Counterfeiting is an emerging market in developing nations and attracts customers by addressing their need for social status.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Counterfeit]]></kwd>
<kwd lng="en"><![CDATA[dupe culture]]></kwd>
<kwd lng="en"><![CDATA[luxury goods]]></kwd>
<kwd lng="en"><![CDATA[customer perceived value]]></kwd>
<kwd lng="es"><![CDATA[Falsificación]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[réplicas]]></kwd>
<kwd lng="es"><![CDATA[productos de lujo]]></kwd>
<kwd lng="es"><![CDATA[valor percibido]]></kwd>
</kwd-group>
</article-meta>
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