A fake's progress

The Psychology behind Trademark Infringement and Counterfeiting

The primary focus of the present study is to examine the influence of moral judgement,
subjective norm and self-regulatory efficacy in predicting behavioural intention to purchase
counterfeit products among Tanzanian consumers. This study also aims to examine the direct
relationship between self-regulatory efficacy and purchase behaviour of counterfeit products.
In addition, the present study also fills the gap in the intention-actual behaviour relationship
by examining the moderating effect of idolatry on the relationship between consumers’ behavioural intention and purchase behaviour of counterfeit products. The present study also aims to examine to what extent intention to purchase counterfeit products contributes to the purchase behaviour of counterfeit products among Tanzanian consumers.It is an attempt to develop a conceptual framework for determining purchasing behaviour of counterfeit products in Tanzania. The aim is to provide adequate information to marketers on how to reap the expected benefits of sales as well as to facilitate prompt decision-making by the
government through the execution and implementation of stringent regulations.

Consumer behavior and counterfeit purchase in the Tanzanian mainland

This research examines how consumers feel when they use counterfeits, and how these feelings affect purchase intentions toward counterfeits and genuine brands. We find that counterfeit users experience mixed emotions, stemming from concerns about the signals the counterfeit might send to others. Accordingly, mixed emotions are stronger in public versus private settings, and among consumers chronically concerned about social signaling (i.e., consumers high in social-adjustive motives). Because mixed emotions can be unpleasant, counterfeit users subsequently gravitate away from counterfeits and toward genuine brands (which communicate largely positive social signals and thus elicit no mixed emotions). In this manner, counterfeit consumption may drive demand for genuine brands. A final experiment tests implications for reducing counterfeit consumption. As predicted, consumers exposed to anti-counterfeiting advertisements designed to elicit mixed emotions are willing to pay a higher price premium for genuine over counterfeit products. Collectively, these findings identify the emotional consequences of counterfeit consumption and highlight that an effective way to understand and reduce counterfeit consumption is to focus on the social context in which many counterfeits are used.

Understanding and tackling unethical consumption: The case of counterfeit consumption

Though addressed widely by academicians and researchers across the globe, the subject of counterfeiting dates back to historical times of 27BC. In academic literature, the discussion on counterfeit(ing) began a century back when researchers started to define its boundaries through their understanding. Ranging from the classical descriptions on counterfeit, counterfeiting, counterfeit trade and counterfeit product(s), this article intends to use text analysis technique to provide the reader with a summary of the existing academic literature on the aforementioned subjects. It summarizes key deﬁnitions from the respective area with a broader aim to bridge the gap in the existing counterfeiting and counterfeit product-related literature by providing a brief (yet ample) list on counterfeit(ing). Moreover, it also identifies the key similarities exiting in the definition set. The article concludes with authors own definition of counterfeiting and counterfeit product(s) based on the conceptualization developed through the understanding of combined definitions from the literature.

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Muhammad Nauman Abbasi

Papers

What Defines Counterfeiting? A Timeline Analysis of the Definition