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An investigation of determinants of counterfeit purchase consideration

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  • Bian, Xuemei
  • Moutinho, Luiz
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    Abstract

    The primary purpose of this study is to examine the determinants governing the likelihood of considering the purchase of counterfeit branded products (CBPs) in the context of non-deceptive counterfeiting. The study anticipates and explores the effects of consumer-perceived brand image (i.e., brand personality, product attributes, and benefits/consequences), perceived risk, product knowledge, product involvement, and consumer demographic variables. Focus groups generated the criteria that consumers use to evaluate the studied brands; the main study then collected data from interviews. The results show that among the tested variables, brand personality performs best in determining consideration of the CBP. In general, demographic variables and product involvement do not appear to be significantly influential. The results also provide empirical evidence for Plummer's (Plummer, J.T. How Personality Makes a Difference. Journal of Advertising Research 1985; 24 (6): 27-83 (December/January), Plummer, J.T. How Personality Makes a Difference. Journal of Advertising Research 2000; 40 (6): 79-83 (November/December)) notion of brand image components; furthermore the results also suggest that perceived risks should not be part of the benefit/consequence component of the brand image concept.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 3 (March)
    Pages: 368-378

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:368-378

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Counterfeit Brand image Brand personality Consideration set Product involvement Product knowledge;

    References

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    1. Gene M. Grossman & Carl Shapiro, 1986. "Foreign Counterfeiting of Status Goods," NBER Working Papers 1915, National Bureau of Economic Research, Inc.
    2. Bush, Ronald F. & Bloch, Peter H. & Dawson, Scott, 1989. "Remedies for product counterfeiting," Business Horizons, Elsevier, vol. 32(1), pages 59-65.
    3. Chakravarti, Amitav & Janiszewski, Chris, 2003. " The Influence of Macro-level Motives on Consideration Set Composition in Novel Purchase Situations," Journal of Consumer Research, University of Chicago Press, vol. 30(2), pages 244-58, September.
    4. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
    5. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    6. Hauser, John R & Wernerfelt, Birger, 1990. " An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 393-408, March.
    7. Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 439-49, December.
    8. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 210-24, September.
    9. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. " Designing Research for Application," Journal of Consumer Research, University of Chicago Press, vol. 8(2), pages 197-207, September.
    10. Plummer, Joseph T., 2000. "How Personality Makes a Difference," Journal of Advertising Research, Cambridge University Press, vol. 40(06), pages 79-84, November.
    11. Grossman, Gene M & Shapiro, Carl, 1988. "Counterfeit-Product Trade," American Economic Review, American Economic Association, vol. 78(1), pages 59-75, March.
    12. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
    13. Mandel, Naomi, 2003. " Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking," Journal of Consumer Research, University of Chicago Press, vol. 30(1), pages 30-40, June.
    14. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
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    Cited by:
    1. Muhammad Rizwan & Muhammad Nasir Jamal & Zain-Ul-Abidin & Khadeeja Gul Zareen & Arslan Khan & Barza Farhat & Rashid Khan, 2013. "The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 220-236, February.
    2. Poddar, Amit & Foreman, Jeff & Banerjee, Syagnik (Sy) & Ellen, Pam Scholder, 2012. "Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products," Journal of Business Research, Elsevier, vol. 65(10), pages 1500-1506.
    3. Siham Mourad & P. Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.
    4. Rosalie Liccardo Pacula & Srikanth Kadiyala & Priscillia Hunt & Alessandro Malchiodi, 2012. "An Alternative Framework for Empirically Measuring the Size of Counterfeit Markets," NBER Working Papers 18171, National Bureau of Economic Research, Inc.
    5. Yoo, Boonghee & Lee, Seung-Hee, 2012. "Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each," Journal of Business Research, Elsevier, vol. 65(10), pages 1507-1515.
    6. Sheng, Shibin & Zhou, Kevin Zheng & Lessassy, Leopold, 2013. "NPD speed vs. innovativeness: The contingent impact of institutional and market environments," Journal of Business Research, Elsevier, vol. 66(11), pages 2355-2362.
    7. Franses, Ph.H.B.F. & Lede, M., 2012. "Income, Cultural Norms and Purchases of Counterfeits," Econometric Institute Research Papers EI 2012-26, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.

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