Non-deceptive Counterfeit Research Articles

Susceptibility to social influence the mediating role of perceived risk and attitudes when considering a counterfeit purchase choice

PurposeThe study aims to better understand the impact of susceptibility to social influence (normative and informational) on perceived risk and the consequent impacts on attitudes towards counterfeiting and intention to purchase counterfeit brands.Design/methodology/approachA single cross-sectional descriptive research was employed, and questionnaires were used to collect data from 361 counterfeit buyers. Structural equation modelling (SEM) based on partial least squares (PLS-SEM) was applied to analyse data and test the research hypotheses.FindingsResults showed that normative susceptibility to social influence significantly increased attitudes towards counterfeiting but not purchase intention; its impact on intention was mediated by perceived risk and attitudes. Although information susceptibility to social influence increased purchase intention, it had no significant impact on attitudes and perceived risk.Originality/valueThe current study empirically explores the relationship between susceptibility to social influence and perceived risk in the context of non-deceptive counterfeit consumption, by integrating the foundations of the theory of planned behaviour (TPB) and social cognitive theory (SCT).

Influence of cultural values and hierarchical social norms on buying counterfeits online: a 17-country study.

As a globally prevalent phenomenon, buying counterfeit products harms consumers, economies, societies, governments, and the environment. The study examined the hierarchy of injunctive normative influence (personal vs. societal) on counterfeit purchase intentions and trends in non-deceptive (known) counterfeit purchase behavior. The current research expands the hierarchical norms approach by examining how the cultural values of power distance and individualism-collectivism predict injunctive normative perceptions and counterfeit buying intention and behavior. A cross-sectional survey (N = 13,053) of consumers from 17 nations, administered in seven languages, explored cross-country differences in perceived social norms about buying counterfeits. The findings of multilevel moderated mediation analyses showed that personal injunctive norms (perceived acceptance of buying counterfeits by close friends) mediated the relationship between societal injunctive norms (perceived acceptance for buying counterfeits by peers in the same country) and the outcome variables. Selected paths of the mediation model were moderated by the two cultural dimensions. Theoretical implications are discussed within the context of cultural orientations' and social norms' roles in informing risky behavior, and practically, within the context of awareness-raising and behavior-change interventions.

Mechanism of implicit moral decision in the context of non-deceptive counterfeit luxury consumption

Mechanism of implicit moral decision in the context of non-deceptive counterfeit luxury consumption

Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries

PurposeThis study aims to assess both internal and external factors that impact consumer attitudes and intentions with regard to the purchase of non-deceptive counterfeits. More specifically, this study examines the impact of integrity, brand consciousness, performance risk and social risk on the attitude and in turn on the purchase intention of consumers towards non-deceptive counterfeits.Design/methodology/approachA total of 679 valid responses from the university students in two different Gulf countries, namely, Oman (264) and Qatar (415) were gathered through a self-administered structured questionnaire and analysed through partial least square‐structural equation modeling.FindingsAll the predictors of consumer attitude appeared significant in both country samples except integrity. However, brand consciousness appeared insignificant in the sample of Oman. In addition, Purchase intention towards the non-deceptive counterfeits was significantly predicted by attitude and subjective norm in both samples.Originality/valueIn the domain of non-deceptive counterfeit literature, the findings of the study will substantially add value. Particularly, in the Gulf country context, the impact of internal psychological and external risk factors on the attitude and purchase intention of non-deceptive counterfeits will enhance the insights of existing literature and extend and proof the robustness of the theory of reasoned action.

The strategic impact of vertical integration on non-deceptive counterfeiting

Counterfeits have been common in practice despite ongoing criticisms and regulations. This paper analyzes the strategic effect of vertical integration on non-deceptive counterfeiting. We find that integration has a less stringent requirement on the efficiency of the brand product's quality improvement and can serve as an anti-counterfeiting strategy to help the brand firm deter non-deceptive counterfeits. However, integration may also increase the demand of the non-deceptive counterfeit. Integration always increases the brand product's quality and demand facing non-deceptive counterfeits. Compared to decentralization, the counterfeiter's profit is lower under integration when the counterfeit imitation is close and brand product's quality improvement is highly efficient. Besides, our result indicates that with non-deceptive products, the brand firm can benefit from integration, which however may also benefit the counterfeiter. Furthermore, vertical integration always enhances consumer and social welfare. Finally, we also extend the model to other cases including sequential quantity competition and two types of product features.

Trends in the Evolution of Non-Deceptive Counterfeiting: A Bibliometric Analysis using R

Trends in the Evolution of Non-Deceptive Counterfeiting: A Bibliometric Analysis using R

Exploring Customer Perceived Value towards non-deceptive counterfeiting: a grounded theory approach

PurposeThe study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.Design/methodology/approachCounterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.FindingsAdding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.Practical implicationsAs a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.Originality/valueBased on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa

PurposeThe market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price-quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products.Design/methodology/approachThe research adopted a quantitative methodology and utilised the cross-sectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4.FindingsThe results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups.Research limitations/implicationsThe significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands.Originality/valueThis is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.

A Goods-Dominant—Service-Dominant Perspective on Counterfeiting

Extant research is equivocal on the positive and negative implications of counterfeits and is unable to offer an explanation for why purchase and use of counterfeits evoke mixed and contentious responses. We argue that the unreconciled claims about counterfeits are partially rooted in the divided logics of value, as articulated by the goods-dominant logic (GDL) versus service-dominant logic (SDL). We develop a conceptual understanding of non-deceptive counterfeits (NDCs) atop SDL axioms, along key extant research debates. Our examination of the theoretical GDL-SDL views of NDCs with a synthesis of 132 extant academic works, informs the adversarial orientation towards such products. We address extant debates using a content analysis of studies on NDCs. We offer propositions that link the theoretical relevance of evaluating outcomes of NDCs from an SDL perspective and provide foci for future research on this subject.

The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model

ABSTRACT This study aims to empirically examine the effect of attitudinal functions: social-adjustive, value-expressive, ego-defensive, and product knowledge on consumer purchase intention for non-deceptive counterfeit Ray-Ban sunglasses. Most importantly, instead of direct relationships, we study the complex inter-relationships between these attitudinal functions on consumers’ purchase intention of counterfeit products. The data were collected from 421 respondents from Eastern UP, India, and after checking the measurement properties of the survey instrument Hayes (2018) PROCESS was used to analyze the data. The results from the study indicate that (i) social-adjustive function is positively related to purchase intention, (ii) social adjustive function is positively related to product knowledge function, (iii) value expressive function moderates the relationship between product knowledge function and purchase intention, (iv) ego defensive function (second moderator) moderates the moderated relationship between social adjustive function and value expressive function (first moderator) mediated through product knowledge function. The results did not support the negative relationship between product knowledge and purchase intention of counterfeit Ray-Ban sunglasses. The present study has several implications for (i) the literature on consumers’ behavior concerning counterfeit products, (ii) managers aiming to sell non-deceptive counterfeit products, and (iii) policy-making bodies and agencies concerning counterfeit products.

Anti-Counterfeiting in the Presence of Non-Deceptive Counterfeits with Vertical Differentiation

Anti-Counterfeiting in the Presence of Non-Deceptive Counterfeits with Vertical Differentiation

Consumer Status Signaling, Wealth Inequality and Non-deceptive Counterfeits

Consumers often enjoy displaying luxury consumption to signal their private wealth status. The emergence of social media has fueled such desire for status signaling. Meanwhile, the rising of e-commerce has made it easy for consumers to search and purchase cheap non-deceptive counterfeits to send a ``fake'' status signal, posing a serious problem to the luxury (status product) industry. Motivated by these industry dynamics, we consider a market entry deterrence game between an incumbent status product firm (the firm) and a non-deceptive counterfeiter (the counterfeiter) who attempts to enter the market. A unique feature of our model is that the market demand is endogenously determined by a consumer status signaling subgame. We investigate the interaction among consumer status signaling, wealth inequality, and equilibrium market outcomes, as well as the implications of anti-counterfeit measures aimed at increasing the counterfeiter market entry cost. Our analysis yields three main insights. First, we show that without counterfeits, the firm is strictly better off from the heightened motive of consumer status signaling; however, such benefit would be neutralized by the potential counterfeiter entry. Second, we find that the presence of counterfeits lowers the firm's profit, but may induce the firm to raise its price. It may also increase social welfare, despite enabling a fake status signal. Third, we demonstrate that increasing the counterfeiter market entry cost may not completely eliminate counterfeiting insofar as the consumer status signaling motive and wealth inequality are high, in which case the firm would settle for strategic coexistence with the counterfeiter.

Non-deceptive counterfeit products: a morphological analysis of literature and future research agenda

ABSTRACT The objectives of this study are to review the literature on counterfeiting, to develop a morphological analysis (MA) framework and to identify the major research gaps that offer potential for future research. The MA framework is based on 120 research papers published in 50 research journals over 25 years (1994 to 2019). This systematic literature review followed a 3-step process. Step 1 identified the relevant research papers, step 2 classified them based on their fundamental, methodological and chronological features and step 3 developed the MA framework and identified research gaps. Five dimensions, involving 41 focused themes, emerged from the analysis. It uncovers 338 distinct research gaps. Of these, those topics offering the most potential for future research are presented here. The findings intend to help marketers and researchers look at non-deceptive counterfeiting holistically.

EFFECTS OF COUNTERFEITS ON BRANDED PRODUCTS IN GARMENTS INDUSTRY: A PERSPECTIVE ON CONSUMER BEHAVIOUR

Counterfeit products are fake replicas of the real products. Deceptive counterfeits buying (consumer is well-aware about counterfeits) and non-deceptive counterfeits buying (consumer is not aware of counterfeits) are two dimensions of counterfeits buying. In Pakistan counterfeiting is an embryonic issue for many markets i.e., cosmetics, cellular, electronics, home appliances, and medicines. Furthermore, in last decade counterfeiting predominantly affect the garment’s market of branded products in Pakistan. This study aims to investigate the counterfeit effects on consumer buying perception of branded garments products. The various determinants used in this research for counterfeit brands’ purchase intentions and attitude towards counterfeits in Pakistani context have not been used in the way as they are used in the current research. After the data analysis it has been found that Purchase Intention of branded products and Attitude towards the branded products have positive significant impact on Counterfeits Products. Perceived quality of branded products has negative significant impact on counterfeits products while Status consumption has no significant impact on counterfeits Products.

Using topdog versus underdog brand biography in advertising: Effects of similarity and consumption decision of non-deceptive counterfeits

ABSTRACT The aim of this research is to investigate how consumption of high vs. low similarity counterfeit brands in the public affects consumer responses, in terms of attitude and purchase intentions, as against privately consuming the counterfeits. The study also aims to understand if consumers’ choice of a counterfeit depends on whether the leading brand uses a topdog brand biography as against using an underdog brand biography. Experimentation was chosen as the method of inquiry. The first experimental set-up was a 2 (similarity of counterfeit with original brand: low, high) x 2 (mode of consuming counterfeit: public, private) between-subjects design while in the second experiment, subjects were assigned to a condition of a 2 (brand biography: underdog, topdog) x 2 (mode of consuming counterfeit: public, private) between-subjects design. Results of two studies suggest that the evaluation of copycats increased with a higher degree of similarity, but only when the decision to consume the copycat was public. It was also found that counterfeit of brands using a topdog brand biography elicited more favorable responses when the counterfeit was consumed publicly. Results of the study will help practitioners to understand how to approach consumers’ consumption mode (public vs private) of copycat brands.

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.

Complementarity in public and private intellectual property enforcement; implications for international standards

Abstract I examine the relationship between public enforcement of intellectual property (IP) rights and firm strategies to influence entry of non-deceptive counterfeit products: illegal copies of authentic goods purchased consciously by consumers. I assume that private enforcement investment determines the probability that a counterfeit entrant will be detected, while public investment determines the efficacy of the legal institutions responsible for enforcing IP law. Private and public enforcement serve distinct complementary roles, which combine to determine total IP protection in the economy. I show that differences in the investment incentives of the two entities that control enforcement lead to inefficiently low public investment in equilibrium. In this context, international efforts to impose stricter legal penalties against counterfeiters can be counterproductive: further reducing public enforcement and increasing counterfeit prevalence. In contrast, minimum quality standards can be implemented to better align incentives, encourage higher public enforcement, and reduce inefficiency.

Curbing Counterfeiting: Leveraging Top-Level Domains to Fight Fraudsters*

Consumers drive market demand for nondeceptive counterfeits and, therefore, are at least partly responsible for its consequences. Clarke’s situational crime prevention shows that removing consumer demand for nondeceptive counterfeits will decrease its associated criminal activity. Sykes and Matza’s techniques of neutralization theory is used to identify each of the five ways consumers may rationalize the decision to purchase nondeceptive counterfeits. A unique way of deterring the buying and selling of nondeceptive counterfeits on the Internet is presented, leveraging top-level domains (TLDs).

Modelling the Effects of Materialism, Ethics and Variety-Seeking Behaviour on Counterfeit Consumption of Young Consumers

Research investigating consumer’s willingness to purchase counterfeit brands is scarce, particularly in emerging Asian markets. The present research explores the relationship between materialism, variety seeking and counterfeit consumption among Indian consumers. Consumers of counterfeit brands were surveyed to collect data for the study. Structural equation modelling results suggest that there exists a positive relationship between materialism, variety seeking and counterfeit consumption. Also as predicted, findings reflect a negative relation between materialism and ethics. However, contrary to previous findings, it was found that ethics and willingness to purchase counterfeit fashion apparels were positive. The present study contributes to the growing research on non-deceptive counterfeits by empirically confirming the effect of materialism, ethics and variety seeking on consumers’ purchase behaviour in the context of ever-growing counterfeit fashion apparels.

The economic value and determinants of tourists’ counterfeit purchases: The case of Hong Kong

Counterfeiting of fashion brands is a multi-billion dollar industry with an increasing number of goods being counterfeited. This research takes a demand-side approach to measuring counterfeiting activity among tourists in Hong Kong. Non-deceptive counterfeit purchases by tourists in Hong Kong amount to US$761.32 million per year. Tourists’ decision of whether to purchase counterfeit goods depended on a mix of extrinsic and intrinsic factors including psychometric variables, trip-related characteristics, and sociodemographics. Lowering the prices of genuine goods and explaining the risks of purchasing counterfeit goods would be the most effective anti-counterfeit measures. However, lowering the price of genuine goods can diminish the brand image of these luxury items.