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The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing

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  • Matthew Hawkins

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Developing social-links among consumers can increase firm performance but does having a communal-brand connection impact counterfeit consumption? Two studies are implemented to explore this question. Study 1 finds that there is a positive relationship between moral beliefs towards counterfeits and willingness to purchase counterfeits. Study 1 also discovers that a weak to average communal-brand connection moderates this relationship. However, study 2 reveals that need for belonging is a stronger moderator. In particular, consumers with a low to average need for belonging are less willing to purchase counterfeits when they hold unfavorable moral beliefs towards counterfeits but are more willing when they hold favorable moral beliefs. The results suggest that need for belonging levels influences a consumer's willingness to purchase counterfeit products. Managers are encouraged to promote messages to their brand communities that decrease moral beliefs towards counterfeits, such as counterfeit consumers are inauthentic and immoral.

Suggested Citation

  • Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    • Handle: RePEc:hal:journl:hal-02943037
    DOI: 10.1016/j.jretconser.2020.102250
    Note: View the original document on HAL open archive server: https://hal.science/hal-02943037
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    References listed on IDEAS

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