Counterfeit Luxury Research Articles

Choosing between Genuine Luxury Products and Counterfeits in China

ABSTRACT We examine the changing attitudes toward genuine and counterfeit luxury goods in China that influence the choice between purchasing fake vs. genuine luxury goods. A questionnaire is used to collect data from Chinese college students in two different cities in China. Exploratory factor analysis and logit models are used to explore perceptions and purchasing patterns of college-aged Chinese consumers with regards to genuine luxury goods. We find that having a positive attitude toward China is associated with owning genuine luxury goods whereas being fashion oriented has the opposite effect.

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

AbstractOnly a few studies have examined the relationship between consumers' self–brand connection and the intention to purchase counterfeit luxury brands in emerging economies. The current research explores the decision taken by consumers who are self‐connected to a brand to purchase counterfeit luxury brands. A survey‐based study was conducted among potential counterfeit buyers in nine malls in three cities in China. A sample of shoppers who physically shop in malls (n = 1,230) was used to test the hypotheses by using the structural equation model. Conspicuous consumption and emotional attachment were examined as mediators between self–brand connection and intention to purchase a counterfeit luxury brand. Creatively, this research used perceived counterfeit detection to determine how important people reflect their decision to purchase counterfeit luxury brands. The study also tests the moderation effect of economic benefit in the relationship between self–brand connection and counterfeit luxury brand purchase. Results demonstrate that consumers who are eager to build their self‐concept may decide to purchase counterfeit luxury brands. The mediation results show that conspicuous consumption and emotional attachment mediate the relationship. Interestingly, because of the involvement of perceived counterfeit detection, the effect is greater than the effect before mediation. Moreover, the economic benefit was found to increase the desire for counterfeit luxury brand purchases in emerging markets. The implication for managers is to customize the marketing campaigns that match the environment where the problem persists in reducing the consumer desire on counterfeit luxury brands and enhance the desire for the original luxury brand.

Counterfeit luxury consumption: A review and research agenda

AbstractThis article captures the present state of research on counterfeit luxury consumption by providing a critical review of the existing body of knowledge. The article proposes a novel conceptualization of counterfeit luxury consumption from a consumer perspective. Based on predetermined inclusion criteria, the paper provides a systematic review of the growing yet still fragmented scholarship on counterfeit luxury consumption. It provides a historical overview of the extant counterfeiting research, synthesizes the existing body of knowledge, and provides propositions for future research and practice. In our pursuit towards building a robust counterfeiting theory, this study identifies the key perspectives that seek to explain the consumption of counterfeit luxury brands through different lenses. The article reviews key theories and constructs, identifies inconsistencies in findings, and provides explanations towards a common understanding. To this pursuit, a synthesis of three counterfeiting research domains is presented; moreover, an integrated model, which captures their interrelationships, is proposed. Finally, the implications for theory and practice are spelled out. The resultant five key tenets are, therefore, proposed to guide the future of research in counterfeit luxury consumption.

What can be done to address luxury counterfeiting? An integrative review of tactics and strategies

Luxury counterfeiting has received a great deal of interest from marketing academics and professionals. The present article presents a critical summary of the current body of knowledge in order to propose a new anti-counterfeiting framework. While recent reviews have helped us understand the factors that drive the demand for luxury counterfeits, there is still limited understanding about the potential tactics and strategies that can be used to reduce counterfeiting. The present article begins to address this gap by summarizing the literature on the supply and demand of luxury counterfeits as well as a critical review of the tactics and strategies that are available. Through this review, a new integrative framework is proposed that calls for increased collaborative efforts among key stakeholders and a more proactive and international approach to luxury anti-counterfeiting measures.

Counterfeit luxury consumption strategies in a collectivistic culture: the case of China

The purpose of this qualitative study is to understand the risk-reducing strategies used by Chinese consumers in a collectivistic culture to balance the psychological dichotomy they face when consuming counterfeit luxury products to construct their social identities. Consumers, on the one hand, are tempted to buy counterfeit luxury products due to their remarkable price advantages, while on the other hand they are reluctant to use these products given the fear of being socially caught out. This dissonance intensifies in a collectivistic culture, where the concept of social face is important. The study involved reviewing a large volume of literature on the research of non-deceptive counterfeit luxury consumption, based on which 26 semi-structured in-depth interviews among Chinese consumers were conducted to explore strategies used by consumers to construct their social identity through using counterfeit luxury products. In addition, the ways they select and use these products to avoid being caught out in order to maintain their constructed social identity were investigated. The data were analyzed by adopting (Mitchell in Manag Decis 30(3):26–31, 1992) risk reduction framework, and the findings illustrate the different strategies taking place through two separate consumption phases: pre-purchase and post-purchase. This research offers new insights into non-deceptive counterfeit consumption by introducing perceived risk and risk-reducing strategies.

I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among Gcc Consumers

This research investigates the motivations of counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries. Using a Means-End Chain approach, this research uncovers four dominant motivational patterns and complexities that drive affluent GCC consumers to purchase counterfeit luxury products: Value-Consciousness, Belonging, Hedonism and Self-esteem. Luxury brands and policy makers could use these main hidden final values to gain a holistic understanding of consumer motivations and develop stronger anti-counterfeiting strategies to discourage counterfeit consumption.

Мотивы и риски потребления поддельных товаров люксовых брендов

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Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity

Four studies show that promotion (vs. prevention) focus leads to greater counterfeit consumption, and that social functions of attitudes and perceived similarity form a chain mediation underlying these effects. Study 1 links chronic regulatory focus to counterfeit consumption behavior in both China and South Korea. Study 2 replicates Study 1′s findings using primed regulatory focus and a behavioral measure of counterfeit preference. Study 3 tests the effect of regulatory focus on counterfeit consumption in a different context and demonstrates the mediating roles of social functions of attitudes and perceived similarity. Study 4 examines the boundary condition of social functions of attitudes: When social-adjustive function is made salient (compared to a control condition), prevention-focused consumers’ counterfeit consumption is elevated, whereas promotion-focused consumers’ counterfeit consumption is unaffected. However, when value-expressive function is made salient (compared to a control condition), promotion-focused consumers’ counterfeit consumption is reduced, whereas prevention-focused consumers’ counterfeit consumption is unaffected.

Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh

The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.

Factors Affecting Young Indonesian’s Intention to Purchase Counterfeit Luxury Goods

The purpose of this study is to analyze the factors that influence consumer attitudes towards counterfeit luxury goods and their influence on intentions to buy fake luxury goods in Indonesia. Research provides better insight and understanding of consumer behavior towards counterfeit luxury goods. The sample in this study were 286 people who intended to buy fake luxury goods. Data was collected through a survey questionnaire and, analyzed by regression analysis techniques. The research findings identify that brand image, quality and price positively influence consumer attitudes towards fake luxury goods. This is because these variables are considered to have influenced individual attitudes. They have a positive attitude towards fake luxury goods in terms of brand image, price and quality and that consumer attitude is a significant variable in shaping consumer purchase intentions, because positive attitude is a stimulus for consumer purchase intention which is a predictor. consumer buying behavior; so the higher the attitude of consumers, the higher their intention to buy. These findings can be an asset for policy makers and producers of original products to formulate strategies to overcome counterfeiting activities.

The Determinants Influencing the Influx of Counterfeit Luxury Goods in Pakistan

The Determinants Influencing the Influx of Counterfeit Luxury Goods in Pakistan

The Determinants Influencing the Influx of Counterfeit Luxury Goods in Pakistan

The demand for counterfeit goods has exponentially grown and counterfeit goods trade has consequently emerged as a global problem. The present study investigates the determinants that encourage consumers to acquire counterfeit luxury goods. This research further analyzes purchase intention as mediator and gender role as a moderator between the contextual factors and consumer behavior. A quantitative approach was applied through a questionnaire to gather data from 380 Pakistani respondents. The measurement and structural model assessed through Smart PLS. The results confirmed that purchase intention acts as a mediator between hedonic motives, materialism and consumer behavior. However, purchase intention has no mediating effect on economic benefits. Similarly, gender role as moderator was insignificant.

Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence

The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers (patrician, parvenus and poseur) in the context of luxury brand fashion. Data were obtained from a sample consisting of 400 consumers considered eligible. There were three findings; first, for the poseur class, consumer motives for purchasing products had an effect on counterfeit products and conspicuous brand prominence, as well as purchasing behavior. Second, for the parvenus class, consumer motives for purchasing products had no significant effect on counterfeit products, but it had a significant effect on brand prominence and purchasing behavior. Third, for the patrician class, consumer motives for purchasing products had no significant effect on counterfeit products and conspicuous brand prominence, and counterfeit products and brand prominence had no significant effect on purchasing behavior.

Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China

PurposeThe purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention.Design/methodology/approachThe scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model.FindingsAll the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies.Research limitations/implicationsSamples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region.Practical implicationsA few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers.Social implicationsA few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions.Originality/valueThe primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

Mapping the luxury purchase intentions of the counterfeit luxury buyers

This paper examines the phenomenon of counterfeit luxury consumption. An exploratory study was conducted amongst 392 urban adult buyers of counterfeit brands in two Indian cities. An exploratory factor analysis followed by a K-means clustering approach was used to identify four distinct clusters. These clusters were named as affective counterfeiter (n = 77); impulsive counterfeiter (n = 89); rational counterfeiter (n = 118) and hesitant counterfeiter (n = 108). All groups had a higher number of female (73%) and well educated consumers. The first three groups had younger spending singles; while the last group had slightly more married consumers. The affective and impulsive counterfeiters had a higher income than the others. The fact that well-known brands, better quality and finish as important factors bode well as these are indicative of the consumer looking for and understanding the importance of these attributes while making a branded purchase.

Mapping the luxury purchase intentions of the counterfeit luxury buyers

This paper examines the phenomenon of counterfeit luxury consumption. An exploratory study was conducted amongst 392 urban adult buyers of counterfeit brands in two Indian cities. An exploratory factor analysis followed by a K-means clustering approach was used to identify four distinct clusters. These clusters were named as affective counterfeiter (n = 77); impulsive counterfeiter (n = 89); rational counterfeiter (n = 118) and hesitant counterfeiter (n = 108). All groups had a higher number of female (73%) and well educated consumers. The first three groups had younger spending singles; while the last group had slightly more married consumers. The affective and impulsive counterfeiters had a higher income than the others. The fact that well-known brands, better quality and finish as important factors bode well as these are indicative of the consumer looking for and understanding the importance of these attributes while making a branded purchase.

The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases

People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or how these attitude functions might be used to inhibit purchase of counterfeit luxury products. Using a mixed (survey/experiment) design, in two studies this research demonstrates an individual's social adjustive function has a positive influence on purchase intent for counterfeit luxury goods. However, the use of value expressive ad appeals can limit this effect on consumer decision making. The findings also demonstrate the existence of contingent effects across different levels of product involvement and product knowledge. The contingent effects help better understand the inconsistent findings in the literature regarding the influence of value-expressive and social-adjustive functions on counterfeit purchase intention, and shed light on the interplay among these variables.

Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior

What happens when females use counterfeit luxury products in a social context? The authors show that counterfeit users view social interactions they have with other people as a possible signal that their counterfeit product has been judged to be an authentic luxury product (high authenticity signal) or a counterfeit product (low authenticity signal). Low authenticity signals trigger higher levels of social anxiety than do high authenticity signals. And, higher levels of social anxiety result in decreases in moral disengagement regarding counterfeit purchases. The end result is that low authenticity signals lead to lower purchase intentions and actual spending on counterfeit luxury goods compared to high authenticity signals. In a final study, the authors use these findings to develop a new anticounterfeit advertising strategy, and show it to be effective in reducing females’ interest in purchasing counterfeit luxury products in the future.

‘Consuming Good’ on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions?

Mentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour literature, we investigate ‘conspicuous virtue signalling’ (CVS), as conspicuous consumption on Facebook. CVS occurs when an individual mentions a charity on their Facebook profile. We investigate need for uniqueness (NFU) and attention to social comparison information (ATSCI) as antecedents of two types of CVS–self-oriented (to gain intrinsic benefits) and other-oriented (to impress others). We also explore the relationship between CVS and self-esteem, and offline prosocial (donation to the charity) and unethical (counterfeit purchase) behaviour intentions. Data from two studies, a college survey (N = 234) and an adult survey via MTurk (N = 296), were analysed using structural equation modelling. Results indicate that NFU predicts both forms of CVS, while ATSCI influences both forms of CVS for adults and other-oriented CVS for students. Self-esteem is enhanced by self-oriented CVS. Self-oriented CVS predicts donation intention whereas other-oriented CVS significantly reduces donation intention for both samples. Furthermore, a significant relationship between CVS and purchase intention of counterfeit luxury goods is revealed. Findings provide insights into conspicuous virtue signalling and the relationship between CVS on Facebook and offline behavioural intentions.

Moral and Ethical Antecedents of Attitude Toward Counterfeit Luxury Products: Evidence from Pakistan

ABSTRACTCounterfeiting a universal problem is influencing marketers and consumers across the world. Despite its severity, earlier researchers have not paid much attention to it especially in the perspective of moral and ethical aspects. Researchers generally have established the influence of ethical/moral aspects along with social-personal factors on attitude toward counterfeiting luxury products (CLPs). They have not entirely explored the influence of moral aspects on CLPs. Thus, the aim of this study is to ascertain the influence of ethical issues on attitude toward CLPs in the context of theory of planned behavior and theory of reasoned action.