IDEAS home Printed from https://ideas.repec.org/a/jfr/jbar11/v4y2015i2p30-39.html
   My bibliography  Save this article

Impact of Lifestyle on Brand Preferences (Genuine versus Counterfeits Smartphones)

Author

Listed:
  • Mudassir Husnain
  • M Waheed Akhtar

Abstract

The objective of this paper is to investigate the lifestyle of Pakistani consumers and their effect on brand preferences (genuine vs counterfeits brands). This is basically an empirical study and a scale was developed to find out the impact of three variables namely; Status consciousness, Price consciousness, and need for uniqueness on brand preferences (genuine vs counterfeits). The questionnaire was distributed among the respondents on the basis of convenience sampling. The results showed that Pakistani consumers having different lifestyles exhibited very different pattern in their purchase behavior regarding counterfeits or genuine brands. For example, consumers with salient ¡°Need for Uniqueness¡± are found to quiet contingent on consuming products to look different and most likely to prefer counterfeits brands. Findings from this study provide a useful framework for marketers to link their products to various lifestyle groups of Pakistani consumers, thus enhancing their productivity and profitability in the Pakistani market. In order to increase the external validity of results future research can be done using longitudinal designs.

Suggested Citation

  • Mudassir Husnain & M Waheed Akhtar, 2015. "Impact of Lifestyle on Brand Preferences (Genuine versus Counterfeits Smartphones)," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 4(2), pages 30-39, October.
    • Handle: RePEc:jfr:jbar11:v:4:y:2015:i:2:p:30-39
    as

    Download full text from publisher

    File URL: http://www.sciedupress.com/journal/index.php/jbar/article/download/8125/4856
    Download Restriction: no
    File URL: http://www.sciedupress.com/journal/index.php/jbar/article/view/8125
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Belk, Russell W & Bahn, Kenneth D & Mayer, Robert N, 1982. "Developmental Recognition of Consumption Symbolism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 4-17, June.
    3. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
    4. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    6. Bush, Ronald F. & Bloch, Peter H. & Dawson, Scott, 1989. "Remedies for product counterfeiting," Business Horizons, Elsevier, vol. 32(1), pages 59-65.
    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. 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.
    2. Yi Qian, 2012. "Brand Management and Strategies Against Counterfeits," NBER Working Papers 17849, National Bureau of Economic Research, Inc.
    3. Siham Mourad & Pierre Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.
    4. 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.
    5. 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.
    6. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Exploring consumer behavior regarding counterfeiting: how product category, product attributes, purchase situation and consumers' motivations profiles impact behavior regarding counterfeits and genuin," Post-Print hal-02396977, HAL.
    7. Catherine Viot & André Le Roux & Florence Kremer, 2014. "Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase," Post-Print halshs-02530136, HAL.
    8. Nikolaus Thumm & Vincenzo Butticè & Federico Caviggioli & Chiara Franzoni & Giuseppe, Scellato, 2018. "Impact of counterfeiting on the performance of digital technology companies," JRC Working Papers on Digital Economy 2018-03, Joint Research Centre.
    9. Jie Zhang & L. Hong & Rachel Zhang, 2012. "Fighting strategies in a market with counterfeits," Annals of Operations Research, Springer, vol. 192(1), pages 49-66, January.
    10. 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.
    11. Donald R. Lehmann & Jeffrey R. Parker, 2017. "Disadoption," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 36-51, June.
    12. Goldsmith, Ronald E. & Reinecke Flynn, Leisa & Clark, Ronald A., 2014. "The etiology of the frugal consumer," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 175-184.
    13. Yi Xie & Siqing Peng & Daniel P. Hampson, 0. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-17.
    14. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    15. Catherine Viot & André Le Roux & Florence Kremer, 2014. "Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase," Post-Print hal-01803871, HAL.
    16. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    17. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    18. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    19. Roger B Mason, 2013. "The ‘Chav’ Subculture: Branded Clothing as an Extension of the Self," Journal of Economics and Behavioral Studies, AMH International, vol. 5(3), pages 173-184.
    20. Safa, Mohammad Samaun & Jessica, Wang Jing, 2005. "Influential decision factors of counterfeit consumers in Shijiazhuang city of China: A Logit analysis," MPRA Paper 10672, University Library of Munich, Germany.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:jfr:jbar11:v:4:y:2015:i:2:p:30-39. 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: Grace Lee (email available below). General contact details of provider: http://jbar.sciedupress.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.