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Retail knockoffs: Consumer acceptance and rejection of inauthentic retailers

Listed author(s):
  • Rosenbaum, Mark S.
  • Cheng, Mingming
  • Wong, Ipkin Anthony
Registered author(s):

    This study extends the counterfeit product paradigm by examining an unexplored area in services – namely, the existence of inauthentic retail establishments, or so-called retail knockoffs. These fake establishments mimic the service and product offerings of genuine establishments, such as Starbucks, McDonald's, 7-Eleven, Apple, and others, prevailing across Southeast Asia, primarily in China, Vietnam, and Cambodia. By employing grounded theory methodology, this study offers an original framework that illustrates why consumers accept and patronize both authentic and inauthentic retail establishments. The model shows that many consumers are satisfied with counterfeit servicescapes and that some fake retail and service establishments are ironically building a loyal customer following. Thus, service organizations should respond to these inauthentic companies by viewing them as potential partners for innovation and expansion, rather than as future adversaries for costly litigation.

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    File URL: http://www.sciencedirect.com/science/article/pii/S014829631600028X
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 69 (2016)
    Issue (Month): 7 ()
    Pages: 2448-2455

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    Handle: RePEc:eee:jbrese:v:69:y:2016:i:7:p:2448-2455
    DOI: 10.1016/j.jbusres.2016.01.015
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Meera Venkatraman & Teresa Nelson, 2008. "From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1010-1026, September.
    2. Chaudhry, Peggy E. & Zimmerman, Alan & Peters, Jonathan R. & Cordell, Victor V., 2009. "Preserving intellectual property rights: Managerial insight into the escalating counterfeit market quandary," Business Horizons, Elsevier, vol. 52(1), pages 57-66.
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    5. Jungkeun Kim & Jae-Eun Kim & Jongwon Park, 2012. "Effects of cognitive resource availability on consumer decisions involving counterfeit products: The role of perceived justification," Marketing Letters, Springer, vol. 23(3), pages 869-881, September.
    6. Wang, Zhigang & Mao, Yanna & Gale, Fred, 2008. "Chinese consumer demand for food safety attributes in milk products," Food Policy, Elsevier, vol. 33(1), pages 27-36, February.
    7. Staake, Thorsten & Thiesse, Frédéric & Fleisch, Elgar, 2012. "Business strategies in the counterfeit market," Journal of Business Research, Elsevier, vol. 65(5), pages 658-665.
    8. Shibin Sheng & Kevin Zheng Zhou & L. Lessassy, 2013. "NPD speed vs. innovativeness: The contingent impact of institutional and market environments," Post-Print halshs-00862665, HAL.
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