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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04 Feb 2019
TL;DR: In this paper, the authors analyse in-depth interview data of 12 BOP consumers and 8 BOP retailers from Mumbai, India, related to purchase and sales of counterfeit brands, and reveal new insights about how bottom-of-the-pyramid consumers derive value through purchase and consumption of deliberate lookalike brands.
Abstract: In this article, we unravel new insights about how bottom of pyramid (BOP) consumers derive value through purchase and consumption of deliberate lookalike brands. We analyse in-depth interview data of 12 BOP consumers and 8 BOP retailers from Mumbai, India, related to purchase and sales of counterfeit brands. Our results suggest three different themes that constitute the BOP customers’ value model for deliberate counterfeit purchases: (1) cost–benefit analysis, (2) status symbol, and (3) value for money. Our research provides fresh insights of how BOP consumers derive various aspects of value by balancing risks and returns from purchase of counterfeits, while also using these goods as status symbols. The managerial relevance of the research lies in leveraging BOP consumer insights on the value perceived in the use of deliberate lookalike brands, and how the customer value is embedded in BOP socio-economic context, which firms can leverage to tailor their communications to these segments.
3 citations
Dissertation•
01 Jan 2019
2 citations
Cites background from "Fake-love: brand love for counterfe..."
...…et al. (2015), and characteristics, as suggested by Cheung and Prendergast (2006), whether they are true-buyers or fakebuyers, as examined by Khandeparkar and Motiani (2018), and whether they are individualistic consumers or collectivistic consumers, as examined by Xiao, Li, and Peng…...
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TL;DR: In this article , the authors investigated the role of mobile payment system (MPS) app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.
Abstract: PurposeMobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than expected despite their potential and initial reach. Limited studies have investigated factors that determine consumers' brand love (BRL) towards MPSs. This study investigates the role of MPS app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.Design/methodology/approachThe theoretical underpinnings of stimulus organism behaviour consequence (SOBC) and pleasure arousal dominance (PAD) theory are utilized to conceptualize the research model. The model explains the drivers of MPS BRL. Innovativeness, perceived organization and entertainment are the stimuli. Emotion, conceptualized as the second-order construct derived from pleasure, arousal and dominance, is the organism. CUI is the behaviour exhibited, and BRL towards MPS is the consequence. A survey method is used to collect data from 317 MPS consumers, and the hypotheses are tested using a structural equation modelling approach.FindingsResults indicate that innovativeness, perceived organization and entertainment influence consumers' emotions, which affects their CUI. Emotions and CUI shape BRL. Results also show a significant mediating role of emotion and CUI.Originality/valueLimited studies have explored BRL for utility-driven apps like MPSs. The SOBC frameworks and PAD theory provide stronger explanatory powers to the complex interplay of variables that influence consumer perceptions and decisions regarding MPSs. The study provides several practical and theoretical insights into the role of emotions in the adoption of MPS apps, a hitherto understudied relationship in literature.
2 citations
DOI•
31 Oct 2019
TL;DR: Penelitian in this paper menggunakan teknik pengumpulan data survey online dengan sampel 160 responden mahasiswa perguruan tinggi swasta (PTS) di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi.
Abstract: Pendidikan tinggi yaitu jasa yang dipercaya dan membutuhkan upaya dari mahasiswa dan dosen untuk berkontribusi dalam menciptakan nilai bagi keberhasilan pendidikan. Pendidikan tinggi yang diselenggarakan perguruan tinggi swasta (PTS) merupakan fokus utama pada penelitian ini karena dugaan bahwa faktor pembentuk brand love belum dirasakan mahasiswa. Dengan demilikian penelitian ini bertujuan untuk menguji faktor pembentuk brand love dan implikasi terhadap customer intention dari model replikasi pada konteks jasa pendidikan tinggi.Penelitian ini menggunakan teknik pengumpulan data survey online dengan sampel 160 responden mahasiswa Perguruan Tinggi Swasta (PTS) di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek). Analisis data menggunakan metode Structural Equation Modeling (SEM). Hasil data penelitian menunjukan bahwa brand experience dan self-congruity dapat mempengaruhi terbentuknya brand love . Sementara itu brand love yang dirasakan mahasiswa PTS akan menghasilkan brand loyalty intention dan positive WOM intention .
2 citations
20 Jul 2021
TL;DR: In this article, the authors investigated the factors affecting the purchasing decision of counterfeit product consumers in the city of Karachi through convenient sampling by developing a questionnaire based on behavioural as well as demographic questions.
Abstract: This research paper is based on investigating the factors affecting the purchasing decision of counterfeit product consumers in the city of Karachi. The study was conducted through convenient sampling by developing a questionnaire based on behavioural as well as demographic questions. The questionnaire was circulated through the social mediums and feedback was collected to carry out statistical tests for the conclusion purpose. A total of 87 responses were received through the survey questionnaire. Descriptive statistics and regression analysis were conducted to deduce quantitative inferences. The findings of the study will be helpful in planning and executing the production of CF products. The study provides data related to the buying behaviour of the CF product’s consumers and the scale of sales as to how often they are sold. The study also helps focus on the need for modifications in CF products as to how much extent the consumers want modifications. This will also help the firms or brands producing CF products to launch modified versions of CF products with competitive prices, availability, and customer preferences.
1 citations
Cites background from "Fake-love: brand love for counterfe..."
...All these statements are advertised either online or the shopkeepers selling them market (Khandeparkar & Motiani, 2018)....
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References
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