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An investigation of determinants of counterfeit purchase consideration

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  • Bian, Xuemei
  • Moutinho, Luiz

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.

Suggested Citation

  • Bian, Xuemei & Moutinho, Luiz, 2009. "An investigation of determinants of counterfeit purchase consideration," Journal of Business Research, Elsevier, vol. 62(3), pages 368-378, March.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:368-378
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    2. repec:eee:jbrese:v:77:y:2017:i:c:p:184-194 is not listed on IDEAS
    3. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    4. repec:hur:ijarbs:v:7:y:2017:i:11:p:618-632 is not listed on IDEAS
    5. Le Roux, André & Bobrie, François & Thébault, Marinette, 2016. "A typology of brand counterfeiting and imitation based on a semiotic approach," Journal of Business Research, Elsevier, vol. 69(1), pages 349-356.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. repec:ibn:ijmsjn:v:9:y:2017:i:6:p:31-42 is not listed on IDEAS
    12. 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.
    13. Zoya Kotelnikova, 2014. "Consumption Of Counterfeit Alcohol In Contemporary Russia: The Role Of Cultural And Structural Factors," HSE Working papers WP BRP 47/SOC/2014, National Research University Higher School of Economics.
    14. 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.
    15. Randhawa, Praneet & Calantone, Roger J. & Voorhees, Clay M., 2015. "The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections," Journal of Business Research, Elsevier, vol. 68(11), pages 2395-2403.
    16. Franses, Ph.H.B.F. & Lede, M.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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