Fake-love: brand love for counterfeits
08 Jun 2018-Marketing Intelligence & Planning (Emerald Publishing Limited)-Vol. 36, Iss: 6, pp 661-677
TL;DR: In this paper, the authors performed a multi-group analysis using (PLS-SEM) between two groups of customers to elucidate the factors that separate fake-love from real-love.
Abstract: Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap.,This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers.,The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self.,This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.
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TL;DR: In this paper, the authors examine customer attitudes toward purchasing counterfeit luxury products (ATPCLP) in two cities in two different countries (Saudi Arabia and Malaysia) by testing the relationships between the various reasons for purchasing those products: social status insecurity, status consumption and value consciousness.
Abstract: The purpose of this paper is to examine customer attitudes toward purchasing counterfeit luxury products (ATPCLP) in two cities in two different countries (Saudi Arabia and Malaysia) by testing the relationships between the various reasons for purchasing those products: social status insecurity, status consumption and value consciousness.,Questionnaires were distributed conveniently to urban customers in Kuala Lumpur, Malaysia and Jeddah, Saudi Arabia. Altogether 658 useable questionnaires were collected and analyzed using descriptive statistics, general linear model of univariate analysis of variance and structural equation modeling.,Quality, price, popularity and status signaling represent the main motivating factors for their brand choices of counterfeit luxury products among the two country groups of customers. As expected, customers' social status insecurity influences their ATPCLP, but not their status consumption. However, status consumption does positively moderates the relationship of their social status insecurity and their ATPCLP. Furthermore, customers' value consciousness influences their ATPCLP and moderates the relationship between status consumption and ATPCLP. The impact of status consumption on ATPCLP depends on the importance one places on the value of the products. However, the authors found no differences in social status insecurity, status consumption and value consciousness, on their ATPCLP among the customers. Some implications and limitations of the results are discussed.,The use of convenience sampling and mainly college students (in Saudi Arabia) as respondents represent the main limitations of this study.,The practical implication of this study is to discourage the purchasing of counterfeit luxury products in their respective country Malaysian marketers need to stress that their genuine products are of top quality while Saudi marketers need to stress that their genuine products are of well-known brands that are sourced from well-known countries of origin. Besides, Malaysian marketers need to offer genuine products that are not overly priced or ones that indicate value-for-money while Saudi marketers need to convey the message that their genuine products could help enhance or uplift their customers' social status. In this study, the authors did not find any support for differences in ATPCLP between the two rather different Muslim-majority countries. This could be due to the fact that the majority of the respondents were females in their mid-20s and that both countries have a growing number of young customer base, which makes them particularly attractive target customers for branded/luxury products and, at the same time, easy preys to luxury products counterfeiters. This implies that there are still more opportunities for academics to study the topic or related topics in the future.,As far as the authors know, no one has undertaken a comparative study involving two very different Islamic majority countries (more conservative mono-cultural and mono-ethnicity Saudi Arabia versus less conservative multicultural and multi-ethnicity Malaysia) before.
9 citations
TL;DR: In this article, the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers is examined based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan.
Abstract: There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.,The study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.,All the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.,The luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.,The study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.
8 citations
6 citations
22 Jun 2020
TL;DR: This article intends to use text analysis technique to provide the reader with a summary of the existing academic literature on counterfeiting and counterfeit product-related literature by providing a brief (yet ample) list on counterfeit(ing).
Abstract: 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.
4 citations
Cites background from "Fake-love: brand love for counterfe..."
...Khandeparkar and Motiani (2018) “Counterfeits are exact replicas manage to deceive consumers into believing that they are real....
[...]
...Khandeparkar and Motiani (2018) “Counterfeits are exact replicas manage to deceive consumers into believing that they are real.” 30. Liu, Dalton, and Hong (2018) “Counterfeits products are the fake replicas that cost significantly less than the genuine ones and use a brand name or logo without the owner’s authorization....
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...Khandeparkar and Motiani (2018) “Counterfeits are exact replicas manage to deceive consumers into believing that they are real.”...
[...]
01 Jan 2020
TL;DR: In this article, the authors examined the role of escalator-use in the generation of mall love among adult Pakistani visitors and found that emotional experience, attitude, and escalator use strengthen the relationship between hedonic and utilitarian value and mall love.
Abstract: The study examines the role of escalator-use in the generation of mall love among adult Pakistani
visitors. It assesses the influence of hedonic and utilitarian value on mall love through visitors’
attitude and emotional experience. The theoretical foundation of this research is founded on
Technology Acceptance Model by Davis (1986). Around 1000 mall visitors were approached
through the mall-intercept method in thirteen shopping malls in major cities of Pakistan. Among
them, 500 responses were utilized for data analysis. Non-probability convenience sampling
was considered as the best choice. Proposed relationships between the constructs were tested
through Confirmatory Factor Analysis. The findings revealed that ‘hedonic value’ has a direct
positive influence on visitors’ mall love. While testing mediation, the results indicated that
emotional experience, attitude and escalator use strengthen the relationship between hedonic
and utilitarian value and mall love. It is interesting to observe that the use of escalators in
shopping mall results in developing mall love among visitors in Pakistan. This study will benefit
the entire gamut of stakeholders including shopping mall managers, academic researchers, and
practitioners. This study will benefit mall management by offering them practical suggestions
regarding attracting visitors through better management of the mall environment.
4 citations
Cites background from "Fake-love: brand love for counterfe..."
...For instance, the study of Kim et al. (2017) suggested that the hedonic dimension is more significant to create a favourable attitude towards technology....
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...The study conducted by Khandeparkar and Motiani (2018) supports this stance by mentioning that hedonic value acts as an antecedent to brand love....
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