The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits

Abstract

Purpose -Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. Existing studies have largely neglected brand influence on consumer purchase behaviour of CBPs. This research seeks to examine the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting. Design/methodology/approach -The current study tests the conceptual model and hypotheses developed based on the existing literature. Four focus groups (ranging from six to eight participants in each group) are used to construct the research instrument. The conceptual model and hypothesis are tested using hierarchical regression analyses with survey data from 321 consumers in the UK.Findings -This research is the first in the literature on counterfeits to establish that perceived brand personality plays a more dominant role in explaining consumers' purchase intention of CBP than other influential factors (e.g. benefit and product attribute). Involvement/knowledge has no significant influence on counterfeit purchase intention. Evidence of involvement as a moderator does not exist. Brand image is not a mediator of the effects of involvement/knowledge on purchase intention. Research limitations/implications -This research only investigates one brand of one product category (watches) in the context of non-deceptive counterfeiting, although this has not prevented the emergence of significant results. Practical implications -The results of this study hold important implications for both practitioners and academics. They help to alert practitioners to the factors that truly affect consumer proneness of CBPs, for example, brand personality. For academics, they demonstrate that brand influence should not be further ignored in the study of consumer behaviour in relation to CBPs. Originality/value -This research is one of the few which investigate CBP not only as a product but, more importantly, also as a brand -a counterfeit brand.

Attitudes and Purchase Intention Towards Counterfeiting Luxurious Fashion Products in Vietnam

“…Brand image significantly contributed to the decision to buy or not to buy that brand personally (Bian & Moutinho, 2011). also indicate if luxurious goods on which consumers know about its brand and reputation, they will tend to favor its counterfeiting.…”

Assessing the Impact of Knowledge of Government Business Support Services on Propensity of New Graduates to Venture into Business

“…It was found that knowledge of procedure has the greatest influence on the students' readiness to venture into business of all the three factors. The insignificant relationship between product knowledge and readiness to venture may be due to the effect of several factors, such as inferior perceived brand image (Bian & Moutinho, 2011).…”

A review and a conceptual framework of the key value drivers of mass customisation

“…Product involvement has been used as a moderating or explanatory variable and considered a central framework, which is crucial for the understanding of consumer decision-making behaviour and associated communications (Bian and Moutinho, 2011). We argue that the relevance of a product, in turn, is influenced by its luxury level and its purchase frequency.…”

“…A high degree of product involvement, therefore, implies that customers attribute a high value to the product. Moreover, research has shown that a product's personal relevance influences consumers' motivation to process information about it (Bian and Moutinho, 2011). Luxury products, that "tend to be more distinctive, higher priced, and unique" [Broekhuizen and Alsem, (2002), p.320] are less frequently purchased and consequently higher valued.…”