A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions

Latif, Özge Baruönü; Yiğit, Melis Kaytaz; Kirezli, Özge

doi:10.1111/jwip.12115

Cited by 8 publications

(3 citation statements)

References 75 publications

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“…Previous studies that investigate the demand side motives behind counterfeit consumption can be classified into three categories: product/brand-based, social based and trait/demographics-based motivators (Eisend and Schuchert-Güler, 2006; Baruönü Latif et al , 2018). The first category covers only the studies that examine counterfeits through product attributes such as price, quality, identicalness with the original version and brand attributes like brand identity, brand personality, brand image and loyalty (Bian and Moutinho, 2011; Poddar et al , 2012; Van Horen and Pieters, 2013; Le Roux et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes

Çekirdekci¹,

Latif

2019

JPBM

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Purpose This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the decision-making processes of these two groups by exploring neutralization processes and emotional outcomes related to their behaviors. Design/methodology/approach Data are collected through in-depth, semi-structured interviews with 42 users and non-users of counterfeits from different SES groups. Findings This paper develops a consumer typology based on the customer behavior of counterfeit and genuine brand users, as well as emotional outcomes and neutralization strategies used to justify their actions according to their SES group. These categories are defined as the black chameleons, the counterfeit owners, the genuine brand owners and the authenticity seekers. Originality/value This paper contributes to the counterfeit literature by examining the consumption practices of each SES group of users and non-users of counterfeits by focusing on motivations, emotional outcomes and neutralization processes. The study shows how consumers’ end consumption practices and their SES group explains the mix findings on the counterfeit literature.

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Section: Literature Reviewmentioning

confidence: 99%

Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes

Çekirdekci¹,

Latif

2019

JPBM

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“…Based on the literature, counterfeiting can be divided into two main parts: deceptive and nondeceptive counterfeiting (Baruönü Latif et al, 2018). If consumers purchase products without awareness, it is called deceptive, whereas if they buy them purposefully, it is called nondeceptive counterfeiting.…”

Section: Gq1: How Is Counterfeiting Happening?mentioning

confidence: 99%

Online counterfeiting in the e-commerce of luxury goods and the role of business intelligence: A systematic mapping study

Gunawardhana,

Kumara,

Rathnayake

et al. 2024

Preprint

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A specific and developing trend in the counterfeit trade is online product counterfeiting on e-commerce platforms. This study also identified gaps in the fragmented current body of knowledge on online product counterfeiting and topics for further study. This systematic mapping effort sought to identify works related to business intelligence-based research on counterfeiting and its countermeasures. For the purpose of this inquiry, studies were identified in seven academic databases. This research involved carefully examining 32 publications out of 296 and revealed that anti-counterfeiting programs use machine learning and pattern recognition technology. To understand customer behavior, certain studies have detailed the fundamentals of the counterfeit trade. The study also provided insight into the potential future growth of business intelligence-based counterfeiting methods.

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“…Price is usually a major consideration in consumer purchasing decisions, and it influences customer attitudes towards the economic benefits of purchasing counterfeit products (Baruönü et al. , 2018).…”

Section: Literature Review Conceptual Model and Hypotheses Formulationmentioning

confidence: 99%

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa

Ndofirepi

Chuchu

Maziriri

et al. 2022

EJMS

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PurposeThe market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price-quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products.Design/methodology/approachThe research adopted a quantitative methodology and utilised the cross-sectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4.FindingsThe results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups.Research limitations/implicationsThe significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands.Originality/valueThis is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.

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A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions

Cited by 8 publications

References 75 publications

Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes

Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes

Online counterfeiting in the e-commerce of luxury goods and the role of business intelligence: A systematic mapping study

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa

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