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Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand

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  • Marticotte, François
  • Arcand, Manon

Abstract

Luxury brand counterfeiting is illegal and its harmful effects on genuine brands and on the wider society are well known. Nonetheless, it has not prevented consumers to buy copies. This study introduces a new variable, Schadenfreude – the pleasure felt in response to another's misfortune – and examines how this emotion relates to the intention to purchase a counterfeit, the attitude toward the original brand, and the attitude toward the counterfeit. An online questionnaire was completed by 420 respondents who were presented a scenario involving the Louis Vuitton brand and a counterfeit. Using structural equation modeling, four hypotheses were supported. Major findings show that Schadenfreude is positively correlated with the intention to buy and the attitude toward counterfeiting and negatively correlated with the attitude toward the original brand. Luxury goods firms should be aware of the potential negative effects of Schadenfreude.

Suggested Citation

  • Marticotte, François & Arcand, Manon, 2017. "Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand," Journal of Business Research, Elsevier, vol. 77(C), pages 175-183.
    • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:175-183
    DOI: 10.1016/j.jbusres.2016.12.010
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    Cited by:

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    3. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    4. Xuemei Bian & Yanisa Tantiprapart & George Chryssochoidis & Kai-Yu Wang, 2022. "Counterfeit patronage: human values, counterfeit experience and construal level," Marketing Letters, Springer, vol. 33(4), pages 645-658, December.
    5. Yueqiao Qiao & Zhe Zhang & Ming Jia, 2021. "Their Pain, Our Pleasure: How and When Peer Abusive Supervision Leads to Third Parties’ Schadenfreude and Work Engagement," Journal of Business Ethics, Springer, vol. 169(4), pages 695-711, April.
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    9. Jamel Khenfer & Steven Shepherd & Olivier Trendel, 2020. "Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands," Post-Print hal-03189338, HAL.
    10. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
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    12. Khenfer, Jamel & Shepherd, Steven & Trendel, Olivier, 2020. "Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands," Journal of Business Research, Elsevier, vol. 118(C), pages 1-11.
    13. Martínez-Sánchez, Francisco, 2020. "Preventing commercial piracy when consumers are loss averse," Information Economics and Policy, Elsevier, vol. 53(C).
    14. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.
    15. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.
    16. Xuemei Bian & Sadia Haque, 2020. "Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 438-451, July.
    17. Shan, Juan & Jiang, Ling & Cui, Annie Peng, 2021. "A double-edged sword: How the dual characteristics of face motivate and prevent counterfeit luxury consumption," Journal of Business Research, Elsevier, vol. 134(C), pages 59-69.
    18. Tyler, B. David & Cobbs, Joe & Satinover Nichols, Bridget & Dalakas, Vassilis, 2021. "Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries," Journal of Business Research, Elsevier, vol. 124(C), pages 708-719.
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