An investigation of determinants of counterfeit purchase consideration

Bian, Xuemei; Moutinho, Luiz

doi:10.1016/j.jbusres.2008.05.012

Cited by 154 publications

(125 citation statements)

References 77 publications

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“…Consumers can act dishonestly (Mazar, Amir, & Ariely, 2008) and are tempted to regard the behaviour of using a prestigious brand without paying a high price as acceptable (Bian & Moutinho, 2009). According to Gosline (2009), the counterfeit product actually serves as a placebo for brand attachment.…”

Section: Brand Attachment and Self Congruencementioning

confidence: 99%

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Kaufmann

Petrovici

Filho

et al. 2016

Journal of Business Research

106

149

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Few studies have examined the relationships between brands and consumers in the context of counterfeiting. In this context, this research aims to explore how the attachment of a consumer with a luxury brand can affect her/his decision to buy counterfeits, and how this relates to her/his public self-consciousness. Two survey based studies were conducted among potential counterfeit buyers in Brazil. A sample of middle-class female fashion shoppers from Brazil was used to test the hypotheses in study 1 (n = 532) and study 2 (n = 276). Innovatively, this research provides convincing implications for the need to differentiate counterfeiting theory between emerging and developed economies. Evidence of the positive impact of actual self-congruence and ideal self-congruence on brand attachment to luxury brands in emerging economies is provided. The role of brand attachment is in contrast to findings reported in other emerging economies. Interestingly, the results demonstrate that the purchase of counterfeits is a more hedonic process compared to the purchase of originals (study 1). The effect of brand attachment on the willingness to buy counterfeits may vary according to how attachment is measured (study 2). Yet, brand attachment has a consistent positive effect on intentions to purchase originals. Producing increments in the emotional brand attachment level can reduce the behavioural intentions of purchasing counterfeits. Hence, the findings suggest that the creation of emotional links with brands can be an appropriate strategy to reduce counterfeiting.

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Section: Brand Attachment and Self Congruencementioning

confidence: 99%

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Kaufmann

Petrovici

Filho

et al. 2016

Journal of Business Research

106

149

View full text Add to dashboard Cite

show abstract

“…According to Bian and Moutinho (2009), "Counterfeit brands are those bearing a trademark that is identical to, or indistinguishable from, a trademark registered to another party and infringes on the right of the holder of the mark" (p. 368). Lai and Zaichkowsky (1999) consider that "a counterfeit is a 100% direct copy usually having inferior quality, although not always" (p. 180).…”

Section: Defining Counterfeiting and Imitationmentioning

confidence: 99%

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

Roux

Bobrie

Thébault

2016

Journal of Business Research

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“…Ferreira et al (2008) indicate that appearance is the most determining factor in the purchase decision. Other works suggest that consumer perceptions of the brand have a leading role in the fakes' purchasing decisions (Bian and Moutinho, 2009;Bian and Moutinho, 2011). In this sense, Ostrovskaya and Sarabia-Sánchez (2013) identify a positive relationship between consumer materialism and consumer tendency to use trademarks, concluding that a high tendency to use the brand name increases consumer vulnerability and reduces the influence of other purchasing criteria.…”

Section: The Decision To Purchase Counterfeits Theoretical Frameworkmentioning

confidence: 98%

Buying decisions of counterfeit goods and moral judgment

Fernández¹,

Valero²

2014

ESIC Market

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The aim of this paper is to analyze the effect of moral judgment, both collective and individual, on the acquisition of counterfeit goods. A second objective is to identify to what extent the purchase intention of counterfeits is useful as an indicator of the final decision to buy these products. The results show that more severe moral judgment in relation to the purchase of counterfeits, both of acquaintances and of the consumer, reduced purchase intention and actual purchase. The acquaintances have more influence than personal moral judgment mainly on purchase intention. However, at the time of actual purchase, individual judgment acquires higher relevance, while acquaintances reduce its impact. Given these differences in the intensity of the effects of different variables when researching purchase intention and actual purchase, it is advisable to analyze the actual acquisition decision when it is possible. In both cases, the individual and the acquaintances' moral judgment are very significant explanatory variables.

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An investigation of determinants of counterfeit purchase consideration

Cited by 154 publications

References 77 publications

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

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

Buying decisions of counterfeit goods and moral judgment

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