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Article
Publication date: 20 November 2017

Peggy E. Chaudhry and Ludovica Cesareo

The purpose of this paper is to demonstrate the efficacy of messages in anti-counterfeiting campaigns that use a fear of legal prosecution, role models, peer pressure, linkages to…

Abstract

Purpose

The purpose of this paper is to demonstrate the efficacy of messages in anti-counterfeiting campaigns that use a fear of legal prosecution, role models, peer pressure, linkages to organized crime and education.

Design/methodology/approach

A web survey of consumer perceptions regarding the effectiveness of different anti-counterfeiting campaigns on complicity was administered to 1,786 consumers in Brazil, China, India, Russia and the USA.

Findings

The effectiveness of the different anti-counterfeiting campaigns varies by country. Some can be used more successfully than others to limit complicity with the goal to transform consumers from accomplices of infringers to advocates of authenticity.

Research limitations/implications

An unexpected finding of this study was that several of the anti-counterfeiting campaigns were perceived as effective by consumers who reside in countries, such as China, that are well known for flourishing domestic counterfeit markets. Thus, these exploratory results provide a starting point for future researchers and practitioners to create and evaluate the efficacy of messages in anti-counterfeiting campaigns in markets where counterfeits and pirated goods are readily accessible in both physical and virtual markets.

Originality/value

Prior research establishes why consumers accept counterfeit and pirated products and also suggests a number of strategies to decrease its occurrence, mostly from a managerial perspective. This is the first multi-country study to assess whether consumers believe anti-counterfeiting campaigns will curb product counterfeiting.

Details

Journal of Business Strategy, vol. 38 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 8 July 2014

Jae-Eun Kim and Kim K.P. Johnson

The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments…

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Abstract

Purpose

The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments made concerning the purchase of fashion counterfeits.

Design/methodology/approach

Based on reviewing the literature on moral decision making, moral emotion and self-construal, we test the hypotheses by two experimental studies.

Findings

The results of two studies demonstrated that independents were more likely to judge counterfeits as morally wrong when pride rather than shame was associated with counterfeits or was evoked through an anti-counterfeit campaign. Interdependents were more likely to judge counterfeits as morally wrong when shame rather than pride was evoked through an anti-counterfeit campaign.

Research limitations/implications

Results can inform marketing communication campaigns designed to prevent the proliferation of counterfeits in the fashion industry.

Originality/value

The contribution of this research is the expansion of prior work on consumers’ purchase of counterfeit goods by the discovery of the causal direction of individuals’ differences in self-view and its impact on moral judgment.

Details

European Journal of Marketing, vol. 48 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 November 2009

Peggy E. Chaudhry, Jonathan R. Peters and Alan Zimmerman

The major findings of this exploratory research are that a firm’s level of market commitment through future investments will increase in strategically important markets…

Abstract

The major findings of this exploratory research are that a firm’s level of market commitment through future investments will increase in strategically important markets, regardless of high consumer complicity to purchase fake goods; that companies will employ additional anti‐counterfeiting tactics in markets with a high level of pirates and a high degree of enforcement of its intellectual property rights; and that companies employ a standardized approach of anti‐counterfeiting tactics targeted at consumers.

Details

Multinational Business Review, vol. 17 no. 4
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 14 January 2014

Andreas Hoecht and Paul Trott

The production and sale of counterfeit products is big business in the international economy. Nowhere is this more evident than in China. This paper aims to review the…

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Abstract

Purpose

The production and sale of counterfeit products is big business in the international economy. Nowhere is this more evident than in China. This paper aims to review the anti-counterfeiting strategies that have been identified in the literature on counterfeiting.

Design/methodology/approach

The paper takes the form of a literature review.

Findings

This paper reviews 11 anti-counterfeiting strategies that have been suggested by relevant literature and has identified some of the success conditions. It also finds that firms should seek to take a longer-term view and to protect their technology-based competitive advantage. This is already happening: Japanese blue chip companies have begun to relocate sensitive R&D and high-tech manufacturing away from risky locations and back to Japan.

Research limitations/implications

The paper shows that the dominant legal enforcement (perspective) approach has been of limited success and explains the reasons for its failure.

Practical implications

The paper concludes that anti-counterfeiting strategies should be seen as complementary rather than as mutually exclusive and that in the long run, as countries get more technologically advanced, governments will develop a strong self-interest in tackling the counterfeit problem themselves.

Originality/value

The paper provides a systematic discussion of alternative anti-counterfeiting strategies that have been suggested by the literature and explores their success conditions in some detail.

Details

International Journal of Emerging Markets, vol. 9 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 9 August 2021

Sameeullah Khan, Asif Iqbal Fazili and Irfan Bashir

This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.

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Abstract

Purpose

This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.

Design/methodology/approach

The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses multi-item measures from the extant literature and uses the structural equation modeling technique to test the proposed hypotheses.

Findings

The findings reveal when millennials have a self-defining relationship with their generation, they tend to internalize the generational norm pertaining to counterfeit luxury consumption. Millennials’ counterfeit related values: market mavenism, postmodernism, schadenfreude and public self-consciousness contribute to their generational identity. Moreover, market mavenism, cool consumption and public self-consciousness establish counterfeit luxury consumption as a generational norm.

Practical implications

The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset the rebellious image of counterfeits. Further, from a standardization versus adaption standpoint, the generational perspective allows for the standardization of anti-counterfeiting campaigns.

Originality/value

The paper makes a novel contribution to the counterfeiting literature by demonstrating that millennials pursue counterfeit luxury brands when they pledge cognitive allegiance to their generation. The paper, thus, extends the identity perspective of counterfeit luxury consumption to group contexts. The authors also test and validate the role of descriptive norms in group contexts by introducing the construct generational norm to counterfeiting literature.

Details

Journal of Product & Brand Management, vol. 31 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 November 2022

Sameeullah Khan, Asif Iqbal Fazili and Irfan Bashir

This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment…

Abstract

Purpose

This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals.

Design/methodology/approach

This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses.

Findings

The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience.

Practical implications

To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand.

Originality/value

This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.

Details

Journal of Consumer Marketing, vol. 40 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 31 October 2018

Jiongen Xiao, Chunyu Li and Ling Peng

Consumers’ motivations for purchasing counterfeit branded luxuries are a topic of heated discussion amongst academics and practitioners. Drawing on self-discrepancy theory, the…

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Abstract

Purpose

Consumers’ motivations for purchasing counterfeit branded luxuries are a topic of heated discussion amongst academics and practitioners. Drawing on self-discrepancy theory, the purpose of this paper is to examine the effects of actual-ideal self-discrepancy on consumers’ attitudes towards counterfeit branded luxuries. It investigates how self-monitoring and perceived social risk moderate this effect. Furthermore, it explores cross-cultural differences in the impact of actual-ideal self-discrepancy.

Design/methodology/approach

A pilot study provides preliminary evidence that highlights the importance of actual-ideal self-discrepancy in counterfeit consumption. Based upon a large-scale survey across Hong Kong, the USA and Australia, the principal study explores the moderating effect of self-monitoring and perceived social risk as well as cross-cultural differences.

Findings

The results indicate that self-discrepancy increases consumers’ tendency to engage in symbolic consumption, and that consumption of counterfeit branded luxuries can serve the social function of self-expression to reduce the discomfort induced by self-discrepancy. Self-monitoring and perceived social risk have significant moderating effects, with the former strengthening and the latter attenuating this effect. Moreover, the effect of self-discrepancy is more pronounced amongst individualistic consumers than collectivistic consumers.

Originality/value

This is the first study to highlight the significance of self-discrepancy in the consumption of counterfeit branded luxuries. It examines the important moderating effects of self-monitoring and perceived social risk. Consumers from collectivistic and individualistic cultures define their self-concept differently, thus the findings provide meaningful cross-cultural information on the impact of self-discrepancy in counterfeit consumption.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 June 2015

Lingjing Zhan, Piyush Sharma and Ricky Y. K. Chan

The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption…

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Abstract

Purpose

The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived social consequences influence counterfeit users’ probability estimate of being detected? What is the psychological mechanism underlying the estimation of this probability? And how does this probability estimate affect counterfeit purchase and usage intentions?

Design/methodology/approach

The authors used three scenario-based experimental studies with university students in Hong Kong, a place where counterfeit products are widely available. First study used a factitious brand of jeans as the stimulus and the other two studies used a Ralph Lauren polo shirt. In each study, the authors measured participants’ responses towards counterfeit purchase and the probability of being detected after they read the relevant brand information and had a close-up view of the attributes in the genuine and counterfeit versions.

Findings

The authors found that counterfeit users are susceptible to a pessimism bias such that they estimate a higher probability of being detected when they judge the outcome of being detected as more severe and this bias is driven by the spotlight effect in that counterfeit users judging the outcome as more severe tend to perceive that others pay more attention to their counterfeit usage. Moreover, this pessimism bias is mitigated when the target user is another person instead of oneself, thus suggesting the egocentric nature of the bias.

Research limitations/implications

The authors used undergraduate students and scenario-based experimental approach in all the studies that may limit the generalisability of the findings.

Practical implications

The results suggest that brand managers should emphasise the importance of negative social consequences and highlight the role of outcome severity and egocentric bias in their advertising and communication programmes in order to curb counterfeit consumption.

Originality/value

The research contributes to the growing literature on counterfeit consumption by studying the process underlying estimation of the probability of being detected by others, an important but often neglected factor that influences counterfeit purchase decision. The authors also highlight the role of outcome severity and egocentric bias in this process.

Details

Marketing Intelligence & Planning, vol. 33 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 11 May 2015

Min Teah, Ian Phau and Yu-an Huang

This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and…

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Abstract

Purpose

This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and Taiwan Chinese consumers.

Design/methodology/approach

Data collection was conducted using a mall intercept approach in downtown Shanghai and Taipei. A self-administered questionnaire was developed and back-translated from English to Chinese and distributed. Structural equation modelling in LISREL was used to analyze the data.

Findings

It was found that collectivism has a positive relationship with attitudes towards counterfeiting of luxury brands for the China Chinese but not for the Taiwan Chinese. Personal gratification was found to have a negative relationship with attitudes towards counterfeiting of luxury brands for the Taiwan Chinese consumers. Integrity and status consumption were found to have a positive relationship with attitudes towards counterfeiting of luxury brands for both the China Chinese and Taiwan Chinese consumers.

Research limitations/implications

The findings are limited to comparison between China Chinese from Shanghai and Taiwan Chinese from Taipei; therefore, the results may not be generalizable across all Chinese consumers or international consumers. In addition, only luxury brands were examined in this paper. Future studies would need to address other contexts or specific product categories.

Practical implications

This paper presents findings from two Chinese cities. The consumers may be from the same region; however, it is found from the study that they pose different attitudes and purchase intentions towards counterfeits of luxury brands. Therefore, the insights from this paper provide a deeper understanding into the differences between Chinese consumers and implications for practitioners, academics and policy makers.

Originality/value

Majority of the cross-national studies are often compared between the so-called Western or Eastern countries. This paper examined counterfeiting from China (which is deemed as one of the largest manufacturers of counterfeits) and Taiwan (which was one of the largest counterfeiters decades ago). This provides insights into the development and differences between regional consumers and their attitudes towards counterfeits of luxury brands.

Details

Journal of Consumer Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 15 February 2011

Xuemei Bian and Luiz Moutinho

Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs…

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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.

Details

European Journal of Marketing, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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