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Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each

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  • Yoo, Boonghee
  • Lee, Seung-Hee

Abstract

As counterfeiting activity continues to thrive around the world, marketers of fashion luxury brands work hard to discourage counterfeiting and to protect their revenues. This research evaluates the business risk related to fashion counterfeit consumption behavior by examining the effect of past experiences with counterfeit luxury brands (CLBs) and genuine luxury brands (GLBs). Based on survey data from five designer fashion product categories, Study 1 finds an asymmetrical effect that past experiences with GLBs are negatively related to purchase intention of CLBs, whereas past experiences with CLBs do not relate to purchase intention of GLBs. Study 2, based on experimental data from two luxury handbag brands with realistic price information, confirms the results of Study 1. This study also discusses research and managerial implications.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1507-1515
    DOI: 10.1016/j.jbusres.2011.10.018
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    5. Mateja Kos Koklic & Monika Kukar-Kinney & Irena Vida, 2016. "Three-Level Mechanism of Consumer Digital Piracy: Development and Cross-Cultural Validation," Journal of Business Ethics, Springer, vol. 134(1), pages 15-27, March.
    6. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    7. 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.
    8. Meraviglia, Laura, 2018. "Technology and counterfeiting in the fashion industry: Friends or foes?," Business Horizons, Elsevier, vol. 61(3), pages 467-475.
    9. 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.
    10. Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
    11. Ma, Jieqiong & Hong, JungHwa & Yoo, Boonghee & Yang, Jie, 2021. "The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study," Journal of Business Research, Elsevier, vol. 137(C), pages 244-254.
    12. Nelson Borges Amaral, 2020. "What can be done to address luxury counterfeiting? An integrative review of tactics and strategies," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 691-709, November.
    13. Leanne L Manley & Michael C. Cant, 2015. "Attitudes of Small Business Owners towards Counterfeit Merchandise: Ethics or Survival?," Journal of Economics and Behavioral Studies, AMH International, vol. 7(4), pages 48-59.
    14. 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.
    15. Derek Ong Lai Teik & Terrance Chiang Tong Seng & Amanda Pung Xin-Yi, 2015. "To Buy or To Lie: Determinants of Purchase Intention of Counterfeit Fashion in Malaysia," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 49-56, July.
    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. 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.

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