Background: There have been examples of luxurious brands that havebeen hijacked for example Gucci and Dr. marten where a non desiredtarget group uses them as symbols and is associated with the brand.Before there have been studies where the main focus has been on brandsthat are used by groups that could have a bad influence on the brand. Thisthesis is exploring how the consumer attitudes in the form of affect,behavior and cognition is influenced and changed when a luxurious brandis hijacked.  Purpose: The purpose of this paper is to explore how the consumerattitude from the ABC model from the desired target group is affectedwhen a luxurious brand is used by a non desired target group. Methodology: The bachelor thesis aims to fill a gap that the authors havefound in the literature by exploring how the consumer attitudes areaffected when a non desired target group hijacks a luxurious brand.Therefore a qualitative research approach was used in this thesis as wellas eighth unstructured interviews. An interview guide from theoperationalisation was made and used to get the data needed from theinterviews. The sample method used in this thesis was purposive samplingto make sure that the participants had the knowledge and previousexperience from luxurious brands.  Findings: The findings of the thesis found that when a luxurious brand ishijacked by non desired target group, which pattern it takes it will lead toa change in the behavior by the participants. Conclusion: The conclusion of the thesis concluded that both the affectand cognition parts from consumer attitudes are unchanged when a nondesired target group hijacks a luxurious brand but the behavior part from2 (71)consumer attitudes changes in the form of actions and behavioralintentions.

»Fake Science« ist eine von vielen Bezeichnungen für gefälschte oder manipulierte Wissenschaft. Wie andere Begriffe, die auf das Attribut »Fake« zurückgreifen, ist auch dieser jüngst von Umdeutungen betroffen. So machte sich die breit inszenierte Medienberichterstattung des Jahres 2018 zu unseriösen Zeitschriftenverlagen den Fake-Science-Begriff für das Phänomen »Predatory Publishing« großzügig zu eigen. Diese rhetorische Aneignung trägt zu sprachlicher Unschärfe bei, lenkt vom Kern des Problems ab und macht den Begriff für seine politische Vereinnahmung anfällig. In Bibliotheken sind die Kompetenzen vorhanden, sowohl gegen die angesprochenen Phänomene im wissenschaftlichen Publikationssystem selbst etwas zu tun als auch solche terminologischen Nebelkerzen zu löschen. / »Fake science« is one of many names for bogus or manipulated science. Like other terms that use the attribute »fake«, it has recently been subject to misinterpretation. For example, the broad media coverage of the year 2018 on dubious journal publishers generously adopted the »fake science« term for the phenomenon known as »predatory publishing«, which is, however, a very different problem. This rhetorical appropriation contributes to terminological imprecision, distracts from the core of the problem and makes the term vulnerable to political usurpation. Academic libraries have the competence not only to do something about the phenomena addressed in the academic publication system itself, but also to remove such terminological smoke candles.