Consumer attitudes toward counterfeits: a review and extension

Abstract

PurposeThe purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti‐piracy strategies.Design/methodology/approachAn integrated model is proposed following the studies by Ang et al. and Huang et al. A survey with 400 consumers was conducted in the Brazilian market and the Structural Equation Modeling technique was used to test the hypothesized relationships.FindingsThe main contribution of the paper is to show that consumer intentions to buy counterfeited products are dependent on the attitudes they have toward counterfeits, which in turn are more influenced by perceived risk, whether consumers have bought a counterfeit before, subjective norm, integrity, price‐quality inference and personal gratification. The paper reinforces the mediator role of attitude in the relationship between these antecedents and behavioral intentions. Moreover, previous experience with counterfeits consumption does not have a direct effect on behavioral intentions, but only an indirect effect through attitude.Practical implicationsThe paper contributes to inform policy makers and managers of brands about the main predictors of consumer's attitudes toward counterfeits. In this way, ads intended to discourage consumption of counterfeits could use the perceived risk as the main message appeal.Originality/valueThis paper investigates the key antecedents and consequences of consumer attitudes toward counterfeits by integrating and testing two recent models dealing with this subject in the marketing literature.

Attitudes and Purchase Intention Towards Counterfeiting Luxurious Fashion Products in Vietnam

“…Ang et al (2001) found a negative effect of integrity to favorable attitudes toward counterfeits. Matos et al (2007) also found the reverse impact of integrity to favorable attitudes toward counterfeits of consumers in Brazil. Consumers have integrity is as high as it had favorable attitudes toward counterfeits ).…”

“…So the attitudestoward counterfeit goods is an vital factor to predict the intention of buying counterfeit goods, especially for luxurious fashion brands (Nordin, 2009). There is a positive relationship between favorable attitudes and intention to purchase toward counterfeiting goods (Ang et al 2001;Huang et al, 2004;Matos et al, 2007;Nguyen & Tran, 2013 …”

“…Integrity has a strong effect on purchase intention (Ang et al, 2001;Matos et al, 2007;. Integrity is determined by personal ethical standards and obedience toward law.…”

“…Leaders, managers, designers across the globe have recognized the rapid growth of this trend, and then they come to a decision to work with Union international anti-counterfeiting organizations (IACC) and the Institute of ownership international intellectual (IIPI) to protect their designs from being copied (Norum & Cuno, 2011). Matos (2007) indicated that 5% of the global transaction is a transaction of counterfeit products. Researchers estimated that the total market trading in fake goods is more than 500 billion US dollars (Reuters, 2007).…”

Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers

“…Attitudes towards behavior instead of towards the product are important to be a better predictor of behavior (Phau and Teah, 2009;Penz and Stottinger, 2005). Several studies found that attitudes towards counterfeit products plays an important positive influence to purchase intention (Phau and Teah, 2009;Nordin, 2009;De Matos et al, 2007; www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 5, No.…”