Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

Abstract

PurposeThe study's objective is to examine the consumers' intention to buy counterfeit brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth (WOM) as a moderator in the relationship between status consumption, brand image, and consumer intention to buy counterfeit shoes.Design/methodology/approachBased on the theory of reasoned action (TRA) and signaling theory (ST), this research was conducted in the Indian National Capital Region. Using a structured instrument, the data was collected from 240 respondents. After checking the psychometric properties of the survey instrument using the Lisrel package of structural equation modeling, Hayes's PROCESS macros were used for testing the hypotheses.FindingsThe findings from the study indicate that (1) status consumption and brand image are positively associated with purchase intention of counterfeit brand shoes, and (2) risk-taking moderates the relationship between (1) status consumption and purchase intention, and (2) brand image and purchase intension, (3) significant three-way interaction between WOM, risk-taking and status consumption on purchase intention, and (4) significant three-way interaction between brand image, WOM, and risk-taking on purchase intention of counterfeit brand shoes.Research limitations/implicationsAs with any survey research, this study has common method variance as a potential problem. However, through the latent variable method and Harman's single-factor analysis, the common method variance was checked. The study has several implications for managers, e-marketers, and consumers.Practical implicationsThe study has several implications for marketers selling counterfeit products and managers intending to protect their branded products.Originality/valueA conceptual model showing two-way and three-way interactions between status consumption, risk-taking, and WOM influencing the consumer purchase intention of counterfeit products was discussed. This is the first of its kind in India to explore such relationships.

Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries

“…In addition, this study confirmed the robustness of the basic TRA theory with respect to counterfeit purchase behavior having the strong explanatory power of attitude and subjective norm on purchase intention (66.9% in Omani sample and 74.4% in Qatari sample). Several previous studies in the counterfeit domain used TRA as a theoretical base and tried to extend the theory by examining the influencing factors of customer attitude towards counterfeiting, such as moral equity and relativism (Arli et al , 2015), idealism, relativism, religiosity and consumer ethics (Jiang et al , 2018), social influencing factors (information susceptibility and normative susceptibility) and personality factors (value consciousness, perceived risk, integrity, status consumption and materialism) (Ting et al , 2016), status consumption, risk taking and brand image (Patel et al , 2022). However, to the best our knowledge, the study is very limited addressing the effect of perceived social risk and perceived performance risk on the attitude formation in the domain of non-deceptive counterfeiting, particularly using the TRA as a theoretical anchor.…”

Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic

“…A brand of a product or service always has a potential effect on buying behaviour (Seifert and Kwon, 2019;Patel et al, 2023). Managers thus need to understand internal motives leading to customers' purchase decisions (Dash et al, 2021;Jeon, 2022;Chauhan et al, 2021;Rehman and Al-Ghazali, 2022).…”

The Influence Of Brand Image, Viral Marketing, And Product Quality On Purchase Intention

“…Brand image is a product attribute that is linked to the brand name. The brand name depends on the product features, usage, and guidelines to (Patel et al, 2022) Brand image terdiri dari lima dimensi sebagai berikut : Brand Idenity, Brand Personality, Brand Association, Brand Atittude & Behavior, Brand Benefit & Competence (Rafirizal,2017)…”

“…The influence of Brand Image on Purchase intention and its impact on online purchasing decisions (Lie et al, 2022;Patel et al, 2022). The brand image helps customers understand the features and functionality and intensifies the purchase intention (Bian et al, 2011;Chand and Fei, 2021).…”

“…The brand image helps customers understand the features and functionality and intensifies the purchase intention (Bian et al, 2011;Chand and Fei, 2021). Many prior researchers have found the direct effect of brand image on consumer purchase intention (Patel et al, 2022;Bian et al, 2011;Jeong et al, 2014;Yu et al, 2018) Therefore, based on the available empirical evidence, we offer the following hypothesis: H1: Brand image has a positive effect on purchase intention Viral marketing hasa positive and significant effect on purchase intention (Choshaly et al, 2022;Rouva et al,2016;Satrio et al, 2020;Shin et al, 2016;Trivedi et al, 2017;Vianna et al, 2016). Therefore, based on the available empirical evidence, we offer the following hypothesis: H2: Viral marketing has positive and significant effect on purchase intention Product quality perceived in e-stores directly (negative) and indirectly (positive) results in offline purchase intention, demonstrating cannibalization effects (Yeh et al, 2020).…”