To read this content please select one of the options below:

Dark motives-counterfeit selling framework: An investigate on the supply side of the non-deceptive market

Sara Quach (Faculty of Business and Enterprise, Swinburne University of Technology, Hawthorn, Australia)
Park Thaichon (Department of Marketing, Griffith University, Southport, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 9 January 2018

Issue publication date: 13 March 2018




The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.


The study uses a sample of 22 in-depth interviews with counterfeit sellers.


Based on the findings, the authors have developed a framework called “Dark motives-counterfeit selling.” The framework includes ten motives for selling online counterfeit products organized into four main themes. Personal characteristics include self-interest priority and sense of adventure. Moral justifications consist of denial of responsibility, and inequality hypothesis of self-deception process, and social acceptance. Operational aspects include: low-cost investment, free riding on luxury brands’ marketing effort, and invisibility from regulators. Finally, relationship management involves projecting image using volitional cues and interpersonal relationship with buyers. The themes regarding personal characteristics and morality are associated with their choice of counterfeit business. The other two themes are associated with the use of social networking sites for counterfeit business. Finally, some outcomes of online counterfeit retailing were revealed as value creation for the counterfeit buyers and value destruction for genuine brands’ customers.


This study investigates different rationalization strategies and motives behind selling counterfeit products with a special focus on online platforms. This is among the first to investigate the perspectives of counterfeit retailers in social network sites.



Quach, S. and Thaichon, P. (2018), "Dark motives-counterfeit selling framework: An investigate on the supply side of the non-deceptive market", Marketing Intelligence & Planning, Vol. 36 No. 2, pp. 245-259.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles