Customer Response towards Non-deceptive Counterfeit Brands

Abstract

<p>Universally counterfeiting is a very significant growing problem and profitable business, occurring both in less and well developed countries. A recent report in early February 2017 which published by Frontier Economics on the Behalf of the international Chamber of Commerce and BASCAP (Business Action to Stop Counterfeiting and Piracy), along with INTA (International Trademark Association), reports the value of international and domestic trade in counterfeit products in 2013 reached a total of $710 to $917 billion a year. The main purpose of this study that integrates the main predictors of consumer reaction towards non-deceptive counterfeit brands; to help companies understand the main factors influencing consumer behavior toward counterfeits brands and create effective anti-piracy approaches. The main contribution of the research is to demonstrate that consumer intentions to buy counterfeit products are dependent on the attitudes they have towards counterfeits, which in turn are more influenced by price sensitivity, social marketing communication, fashion consciousness, price quality schema, status seeking, perceived control behavior, subjective norms, product attributes, whether consumers have bought a counterfeit before and so on. The paper contributes to notify government and original brands managers about the main predictors of consumer’s attitudes towards counterfeiting.</p>