IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v33y2022i4d10.1007_s11002-021-09600-9.html
   My bibliography  Save this article

Counterfeit patronage: human values, counterfeit experience and construal level

Author

Listed:
  • Xuemei Bian

    (Northumbria University)

  • Yanisa Tantiprapart

    (University of Kent)

  • George Chryssochoidis

    (University of Kent)

  • Kai-Yu Wang

    (Brock University)

Abstract

Counterfeit-related studies have revealed motivational drives for counterfeit consumption. Little is known concerning the implications of consumers’ enduring and normative beliefs about proper standards of conduct as the determinants of counterfeit patronage. Drawing on the Schwartz theory of human values, experience literature and construal level theory, this research investigates counterfeit patronage by addressing three crucially important questions: (1) what personal values determine counterfeit patronage; (2) how do these relationships vary as a function of counterfeit experience and (3) how do values have power in eliminating counterfeit consumption? Two studies provide robust evidence that self-transcendence values mitigate counterfeit patronage when consumers’ counterfeit experience is low. We also demonstrate that consumers who endorse self-transcendence values more exhibit higher levels of construal, which results in reduced counterfeit patronage.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:4:d:10.1007_s11002-021-09600-9
    DOI: 10.1007/s11002-021-09600-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-021-09600-9
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-021-09600-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Anika Stuppy & Nicole L Mead & Stijn M J Van Osselaer & JoAndrea Hoegg & Eileen Fischer & Kirmani Amna, 2020. "I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption [The Origins of Deference: When Do People Prefer Lower Status?]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 956-973.
    3. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Do product category and consumers' motivations profiles matter regarding counterfeiting?," Post-Print hal-02396896, HAL.
    4. Burroughs, James E & Rindfleisch, Aric, 2002. "Materialism and Well-Being: A Conflicting Values Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 348-370, December.
    5. Thomas Dietz & Linda Kalof & Paul C. Stern, 2002. "Gender, Values, and Environmentalism," Social Science Quarterly, Southwestern Social Science Association, vol. 83(1), pages 353-364, March.
    6. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
    7. 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.
    8. 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.
    9. Gene M. Grossman & Carl Shapiro, 1988. "Foreign Counterfeiting of Status Goods," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 103(1), pages 79-100.
    10. Bian, Xuemei & Wang, Kai-Yu & Smith, Andrew & Yannopoulou, Natalia, 2016. "New insights into unethical counterfeit consumption," Journal of Business Research, Elsevier, vol. 69(10), pages 4249-4258.
    11. Caroline Doran, 2009. "The Role of Personal Values in Fair Trade Consumption," Journal of Business Ethics, Springer, vol. 84(4), pages 549-563, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Martin Eisend, 2019. "Morality Effects and Consumer Responses to Counterfeit and Pirated Products: A Meta-analysis," Journal of Business Ethics, Springer, vol. 154(2), pages 301-323, January.
    3. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    4. 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.
    5. Orth, Ulrich R. & Hoffmann, Stefan & Nickel, Kristina, 2019. "Moral decoupling feels good and makes buying counterfeits easy," Journal of Business Research, Elsevier, vol. 98(C), pages 117-125.
    6. 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.
    7. Qiong Wu & Shukuan Zhao, 2021. "Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products: An Empirical Test of Linear and Inverted U-Shaped Relationship," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    8. Fred Amofa Yamoah & Rachel Duffy & Dan Petrovici & Andrew Fearne, 2016. "Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets," Journal of Business Ethics, Springer, vol. 136(1), pages 181-197, June.
    9. Lindblom, Arto & Lindblom, Taru & Wechtler, Heidi, 2018. "Collaborative consumption as C2C trading: Analyzing the effects of materialism and price consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 244-252.
    10. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    11. Kyoko Fukukawa & Christine Ennew, 2010. "What We Believe Is Not Always What We Do: An Empirical Investigation into Ethically Questionable Behavior in Consumption," Journal of Business Ethics, Springer, vol. 91(1), pages 49-60, February.
    12. Gwang-Suk Kim & Grace Lee & Kiwan Park, 2010. "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands," Journal of Business Ethics, Springer, vol. 96(4), pages 589-611, November.
    13. Lamberto Zollo, 2021. "The Consumers’ Emotional Dog Learns to Persuade Its Rational Tail: Toward a Social Intuitionist Framework of Ethical Consumption," Journal of Business Ethics, Springer, vol. 168(2), pages 295-313, January.
    14. Hye Jung Jung & HaeJung Kim & Kyung Wha Oh, 2016. "Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic," Journal of Business Ethics, Springer, vol. 135(3), pages 483-502, May.
    15. Denni Arli & Fandy Tjiptono, 2014. "The End of Religion? Examining the Role of Religiousness, Materialism, and Long-Term Orientation on Consumer Ethics in Indonesia," Journal of Business Ethics, Springer, vol. 123(3), pages 385-400, September.
    16. Luigi Cembalo & Alessia Lombardi & Stefano Pascucci & Domenico Dentoni & Giuseppina Migliore & Fabio Verneau & Giorgio Schifani, 2015. "“Rationally Local”: Consumer Participation in Alternative Food Chains," Agribusiness, John Wiley & Sons, Ltd., vol. 31(3), pages 330-352, June.
    17. Sarah Steenhaut & Patrick Kenhove, 2006. "The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making," Journal of Business Ethics, Springer, vol. 69(3), pages 269-288, December.
    18. Jiahan Li & Mahsa Ghaffari & Lin Su, 2020. "Counterfeit luxury consumption strategies in a collectivistic culture: the case of China," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 546-560, September.
    19. Ilknur Ayar & Ahmet Gürbüz, 2021. "Sustainable Consumption Intentions of Consumers in Turkey: A Research Within the Theory of Planned Behavior," SAGE Open, , vol. 11(3), pages 21582440211, September.
    20. Ondřej Částek & Linda Plaváková, 2018. "Human Values as Determinants of Fairtrade Consumption in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(2), pages 465-478.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:33:y:2022:i:4:d:10.1007_s11002-021-09600-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.