TY  - CHAP
AB  - The purpose of this investigation is to examine the explanatory powers of a consumer complicity framework that uses counterfeit products and five emerging country markets (Brazil, Russia, India, and China). A web survey was administered to 1,600 consumers in Brazil, Russia, India, and China to test whether demographics, national origin, perceived quality, price, and a hedonic shopping environment predicted consumers' complicity in these emerging markets. Overall, the results found little support for either demographics or national origin to predict this type of illicit consumption. The best predictive variables were perceived quality, price, and hedonic shopping experience. The study concludes with a model that incorporates these results and suggests that future research employ demarketing tactics using both cognitive dissonance and expected utility theories to obtain a more holistic view for curbing complicity that goes beyond product attributes and the shopping environment.
VL  - 22
SN  - 978-1-78052-095-7, 978-1-78052-094-0/1474-7979
DO  - 10.1108/S1474-7979(2011)0000022014
UR  - https://doi.org/10.1108/S1474-7979(2011)0000022014
AU  - Chaudhry Peggy E.
AU  - Paul Hill Ronald
AU  - Stumpf Stephen A.
AU  - Yalcinkaya Goksel
ED  - Marko Sarstedt
ED  - Manfred Schwaiger
ED  - Charles R. Taylor
PY  - 2011
Y1  - 2011/01/01
TI  - Consumer Complicity Across Emerging Markets
T2  - Measurement and Research Methods in International Marketing
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 223
EP  - 239
Y2  - 2024/04/16
ER  -