A typology of brand counterfeiting and imitation based on a semiotic approach

Roux, André Le; Bobrie, François; Thébault, Marinette

doi:10.1016/j.jbusres.2015.08.007

Cited by 39 publications

(46 citation statements)

References 27 publications

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“…The symbolic and experiential value of luxury brands attracts counterfeit production (Le Roux, Bobrie, & Thébault, 2016). A considerable amount of research has focused on issues of supplying counterfeits to MALIK ET AL.…”

Section: Purchase Intention Of Counterfeitsmentioning

confidence: 99%

Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market

Malik

Merunka

Akram

et al. 2020

Psychology and Marketing

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The study draws on a sample of over 350 consumers from 10 department stores in an emerging market where counterfeit products are available in abundance and there is a huge demand for such goods. The findings reveal that interdependent and independent self traits significantly affect individual characteristics, that is, susceptibility to normative influence, readiness to take social risk, and status acquisition (SA), which in turn influences counterfeit purchase intention. It was discovered that such individual characteristics play a mediating effect on the self‐concept—purchase intention relationship and that high degrees of interdependent self traits positively affect consumers' purchase intention. The study adds to the theory of reasoned action (TRA) by incorporating SA variables into the TRA framework and discovers their significant influence on purchase intention. Some novel insights surrounding counterfeit consumption in an emerging economy context are presented and several implications are extracted to help practitioners appeal to such individual characteristics for combating counterfeit consumption.

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Section: Purchase Intention Of Counterfeitsmentioning

confidence: 99%

Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market

Malik

Merunka

Akram

et al. 2020

Psychology and Marketing

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show abstract

“…Their findings showed that when consumers feel uncertain about the quality of the products, copycats are liked more, when people are in uncertain conditions as being in a foreign country they prefer copycat in coffee category but not for energy drink. Similar to Van Horen and Pieters (), Le Roux, Bobrie, and Thébault () stressed the role of brand name and product design on counterfeit purchase intention in three categories (e.g., spirits, perfumes, electronics) with a conjoint analysis. Based on the extent of similarity of the imitation product to original brand in terms of its design and its brand name, the authors defined nine categories.…”

Section: Resultsmentioning

confidence: 95%

“…Several studies explained counterfeit consumption with product and brand-based motives. Perceived quality (Chaudhry & Stumpf, 2011;Poddar et al, 2012) and identical qualifications of counterfeit product increase the likelihood of its preference (Gentry et al, 2001;Le Roux et al, 2016;Van Horen & Pieters, 2012) as well as the gap between the prices of counterfeit and genuine brands (Poddar et al, 2012). Lai and Zaichkowsky (1999) argued that brand awareness of genuine brand also affects the choice of counterfeit.…”

Section: Proliferated Motivationsmentioning

confidence: 99%

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

Latif

Yiğit

Kirezli

2018

World Intellectual Property

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Though its recent popularity on consumer preferences and academic environment, history of counterfeiting dates back to Romans. Such an ancient term has led researchers of this study to illuminate the existing body of research on counterfeiting through a content analysis; and identify theoretical gaps and opportunities for further research from marketing perspective. Based on these objectives, the structure of the study is as follows. The first section of the article provides some background information on counterfeiting and following sections present the research methodology as well as report the main findings of 65 articles published through last 37 years. The present study provides a valuable systematic review and suggestions for further research to the researchers interested in the motivations of counterfeit consumption.

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“…It is a protection form for intellectual property, attaining from brand imitation to the subtle copy that can confuse the consumer. It is about colors, shapes, packaging, labels, among others (LE ROUX; BOBRIE; THÉBAULT, 2016). The product analyzed is called Mr.…”

Section: Persuasion With Greenwashing and Trade Dressmentioning

confidence: 99%

The influence of price and label on the consumption of persuasive packaging: considerations for the development of products

Bevilacqua¹,

Capingote²

2017

Product (São Carlos, Online)

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Labels acts as a silent seller, showing product characteristics and benefits. In the area of product development, this practice could suggest persuasion and seduction through abusing practices as Greenwashing, Trade Dress, and questionable quality certifications. In this context, this paper has the objective of researching price and label information influence in persuasive packaging consumption. Two paired experiments analyze price and information influences, manipulating these variables (price and label information) to verify behavior on 60 frequent consumers. Promotional price tags and new labels were created in order to verify consumer choices. Contrary to expectations, despite of warnings about suspicious strategies used in packaging, consumers kept buying small amounts and products of lower quality or unethical, because of their lower prices. We conclude that increasing each product's information on the label, will not inhibit persuasive product consumption, otherwise will improve the final decision, just like it will improve the choosing process of products' baskets. Theoretical contribution: the consumer should be seen as an individual of groupings of products and not of isolated items. Excession is made for the case of Greenwhasing which has presented itself as an effective practice of market seduction. Consumer units or Diderot units have been investigated as a consumer effect for a specific consumer choice over subsequent goods. Practical contribution: from applied studies aimed at the search for consumer well-being and quality of life, we seek in this study to highlight healthy marketing practices that have less adverse effects on consumption and after sales of goods. Studies on Transformative Consumer Research.

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A typology of brand counterfeiting and imitation based on a semiotic approach

Cited by 39 publications

References 27 publications

Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market

Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market

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

The influence of price and label on the consumption of persuasive packaging: considerations for the development of products

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