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Journal Article•DOI•

Fake-love: brand love for counterfeits

Kapil Khandeparkar1, Manoj Motiani1•
Indian Institute of Management Indore1
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.
Citations
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Journal Article•DOI•
The Phenomenon of Brand Love: A Systematic Literature Review

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Vivek Pani Gumparthi1, Sabyasachi Patra1•
Indian Institute of Management Kashipur1
02 Apr 2020-Journal of Relationship Marketing
TL;DR: Brand love is a phenomenon that is experienced by a group of satisfied consumers as discussed by the authors, and the construct of brand love is of great importance to academics and practitioners because a group satisfied custome...
Abstract: Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied custome...

52 citations

Cites background from "Fake-love: brand love for counterfe..."

  • ...…(2011), Roy et al. (2013), Padma and Wagenseil (2018) Self-esteem Sarkar and Sreejesh (2014) Consumer Self-expressiveness Sarkar and Sreejesh (2014), Khandeparkar and Motiani (2018) Purchase Intention Sarkar and Sreejesh (2014), Fetscherin (2014), Pinto Borges et al. (2016) Brand Jealousy Sarkar…...

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  • ...…Loureiro and Kaufmann (2012), Wallace et al. (2017), Kwon and Mattila (2015), Roy et al. (2016), Ismail and Melewar (2015), Bıçakcıo glu et al. (2018), Khandeparkar and Motiani (2018), Pinto Borges et al. (2016), Liu et al. (2018) High Quality Perceptions Batra et al. (2012), Rauschnabel and…...

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  • ...Key Variables Papers Brand Advocacy Parrott et al. (2015) Involvement Parrott et al. (2015) Self-brand Connection Kwon and Mattila (2015) Symbolic Incongruity Hegner et al. (2017) Ideological Incompatability Hegner et al. (2017) Brand Avoidance Hegner et al. (2017) Brand Retaliation Hegner et al. (2017) Impulse Buying Sarkar (2014) Nostalgic Brand Experience Sarkar (2014) Sincerity Personality Dimension Roy et al. (2016) Excitement Personality Dimension Roy et al. (2016) Affective Consumer Brand Relationship Leung et al. (2014) Utilitarian Consumer Brand Relationship Leung et al. (2014) Brand Equity Leung et al. (2014) Brand Identity Alnawas and Altarifi (2016) Brand Lifestyle Similarity Alnawas and Altarifi (2016) Foreign Collaboration Sarkar et al. (2016) Perceived Brand Ethicality Sarkar et al. (2016) Other Customer Perception Sarkar et al. (2016), Sreejesh et al. (2018) Safe Haven Sarkar et al. (2016) Idol Attachment Huang et al. (2015) Physical Vanity Traits Huang et al. (2015) Variety Seeking Huang et al. (2015) Peer Norms Huang et al. (2015) Fashion Impulse tendency Liapati et al. (2015) Browsing Liapati et al. (2015) Shopping Enjoyment Liapati et al. (2015) Positive Affect Liapati et al. (2015) Urge to Purchase Liapati et al. (2015) Available Budget Liapati et al. (2015) Ethical Judgement Dalman et al. (2017) Sin of Omission Dalman et al. (2017) Brand Defense Dalman et al. (2017) Perceived Betrayal Thakur et al. (2018) Desire for Revenge Thakur et al. (2018) Reward Thakur et al. (2018) Respect Garg et al. (2016) Brand’s Liking for Consumers Garg et al. (2016) Extroversion Brand Personality Garg et al. (2016) Neuroticism Garg et al. (2016) Affective Commitment Garg et al. (2016), Garg et al. (2015) Consumer Citizenship Behavior Garg et al. (2016), Garg et al. (2015) Brand Authenticity Manthiou et al. (2018) Impression in Memory Manthiou et al. (2018) Lifestyle Congruence Manthiou et al. (2018) Perceived Strength of Brand Origin Siew et al. (2018) Brand Credibility Bairrada et al. (2018) Brand Innovativeness Bairrada et al. (2018) Repurchase Intention Garg et al. (2015) Brand Resilience Khandeparkar and Motiani (2018) Brand Engagement Pinto Borges et al. (2016) Overall Attitude Valence Pinto Borges et al. (2016) Novelty Perception Liu et al. (2018) Brand Addiction Cui et al. (2018) Service Leadership Padma and Wagenseil (2018) Service Culture Padma and Wagenseil (2018) Service Brand Image Padma and Wagenseil (2018) Favorable Service Encounters Padma and Wagenseil (2018) Retail Service Encounters Padma and Wagenseil (2018) Employee Pride Padma and Wagenseil (2018) Employee Loyalty Padma and Wagenseil (2018) Customer Commitment Padma and Wagenseil (2018)...

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  • ...…(2018) Brand Credibility Bairrada et al. (2018) Brand Innovativeness Bairrada et al. (2018) Repurchase Intention Garg et al. (2015) Brand Resilience Khandeparkar and Motiani (2018) Brand Engagement Pinto Borges et al. (2016) Overall Attitude Valence Pinto Borges et al. (2016) Novelty Perception…...

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  • ...Khandeparkar and Motiani (2018) also studied brand love for counterfeits and found that the equation between social-self and brand love is strong for fake buyers while real buyers are more resilient when compared to fake buyers....

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Journal Article•DOI•
I love you, but you let me down! How hate and retaliation damage customer-brand relationship

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Fauzia Jabeen1, Puneet Kaur2, Puneet Kaur3, Shalini Talwar, Suresh Malodia, Amandeep Dhir4, Amandeep Dhir5, Amandeep Dhir2 •
Abu Dhabi University1, North-West University2, University of Bergen3, University of Agder4, University of Eastern Finland5
01 Jan 2022-Technological Forecasting and Social Change
TL;DR: In this article, the authors employ a mixed-method approach to identify the negative experiences (i.e., safety and hygiene grievances, dissatisfaction, negative word of mouth, and advertisement overload) that could stimulate the negative emotions of betrayal and hate in customers.

28 citations

Journal Article•DOI•
Investigating brand community engagement and evangelistic tendencies on social media

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Purvendu Sharma, Ashish Sadh, Aditya Billore, Manoj Motiani
22 Jan 2021-Journal of Product & Brand Management
TL;DR: The authors explored the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs) and examined the mediating role of brand evangelism between BCE and brand defence and between BCC and brand resilience.
Abstract: Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

27 citations

Journal Article•DOI•
Non-deceptive counterfeit purchase behavior of luxury fashion products

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Devinder Singh1, Minas N. Kastanakis2, Justin Paul3, Reto Felix4•
Punjabi University1, ESCP Europe2, University of Puerto Rico3, University of Texas at Austin4
06 Jan 2021-Journal of Consumer Behaviour

24 citations

Journal Article•DOI•
An emoji-based metric for monitoring consumers’ emotions toward brands on social media

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Salim Moussa
15 Mar 2019-Marketing Intelligence & Planning
TL;DR: In this paper, a new emoji-based metric that could be used to monitor consumers' emotions toward brands on social media was proposed. But the proposed metric is only applicable to brands that have a social media presence.
Abstract: The purpose of this paper is to introduce and test a new emoji-based metric that could be used to monitor consumers’ emotions toward brands on social media.,To test this new metric, 720 consumer tweets were retrieved from official Twitter accounts of 18 leading global brands representing 6 product categories/markets. In order to check its validity, the emoji-based metric was correlated with two measures: the percentage of positive emojis from Brandwatch’s (2018) Emoji Report and the American Customer Satisfaction Index (ACSI) for 2017.,The findings of this paper indicate that consumers tend to use more (vs less) positive emojis when expressing their feelings toward Coca-Cola (vs Taco Bell). They also show that the new metric is highly and positively associated with the ACSI, hence supporting its validity.,The new metric is only applicable to brands that have a social media presence.,The proposed metric is easy to implement and interpret by almost every researcher and manager.,While all extant brand sentiment analyses focus on analyzing the words in brand-related user-generated content, this paper considers an alternative source of information about emotions, that is, emojis. Beyond being valid, the proposed emoji-based metric is unique, easy to implement and interpret, and generalizable.

23 citations

References
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Journal Article•DOI•
A matter of love: consumers’ relationships with original brands and their counterfeits

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Raquel Castaño1, Maria Eugenia Perez1•
Monterrey Institute of Technology and Higher Education1
20 Nov 2014-Journal of Consumer Marketing
TL;DR: In this paper, the authors explore brand personality relationships in the context of original versus counterfeit products and investigate consumers' perception of both original brands and their counterfeits, finding that consumers who voluntarily acquire both original and counterfeit brands transfer the symbolic personality traits of the original brand to the counterfeit, and also experience a stronger overlap between their overall self-concept and original brand's concept than with the counterfeit's concept.
Abstract: Purpose – This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both original brands and their counterfeits. Design/methodology/approach – The authors present four studies conducted with 657 Mexican consumers who own or have owned an original luxury-brand product as well as a counterfeit of the same brand. Data were analyzed through regression analyses, t-tests, correlation coefficients and one-way ANOVA. Findings – Results show that consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those of the original brand and also experience a stronger overlap between their overall self-concept and the original brand’s concept than with the counterfeit’s concept, and feel higher levels of love towards the or...

32 citations

Journal Article•DOI•
Counterfeiting: Friend or Foe of Luxury Brands? An Examination of Chinese Consumers’ Attitudes Toward Counterfeit Luxury Brands

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Ying Wang1, Yiping Song2•
College of Business Administration1, Fudan University2
04 Sep 2013-Journal of Global Marketing
TL;DR: Wang et al. as mentioned in this paper examined the impact of counterfeit luxury products from the consumers' perspective and investigated whether and how Chinese consumers with different luxury consumption experiences view counterfeit products differently.
Abstract: While the Chinese luxury industry is enjoying rapid growth, the market for counterfeit luxury brands is growing equally fast There are contradictory views regarding the role counterfeit luxury brands play in the marketplace Luxury brand owners denounce counterfeit luxury products for harming the reputation of luxury brands and reducing their profitability Others believe that the availability of counterfeit luxury products may help increase the brand awareness of luxury names and thereby make authentic products more sought after In this study, we examine the impact of counterfeit luxury products from the consumers’ standpoint Specifically, the authors investigate whether and how Chinese consumers with different luxury consumption experiences view counterfeit luxury products differently The study contributes to a better understanding of Chinese consumers’ attitudes toward counterfeit luxury products and thus helps marketers and policy makers develop more effective strategies for dealing with

23 citations

Journal Article•DOI•
Store Development Strategies of Mini-box Service Retailers: Analytical Framework and Case Study in Japanese Food Service

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Taku Kato, Kyoichi Kijima1•
Tokyo Institute of Technology1
25 Jul 2012-International Journal of Marketing Studies
TL;DR: In this article, the authors classify market expansion strategies of service firms, especially what they would like to call mini-box service retailers, which develop store networks with hundreds of outlets to cover geographic markets, and clarify the relationship between their expansion strategies and economic performances.
Abstract: It has been pointed out in the service marketing literature that it is necessary for the growth of the service firms to expand their store network geographically. However, we still do not understand enough how firms should develop store network in the domestic market depending on their growth stage, because relatively little has so far been known regarding both how market expansion is categorized and how market expansion strategies are related to the corporate performance. The purpose of this research is both to classify market expansion strategies of service firms, especially what we would like to call “mini-box service retailers” which develop store networks with hundreds of outlets to cover geographic markets, and to clarify the relationship between their expansion strategies and economic performances by analyzing 52 Japanese food service companies listed in Japan. Main results are (1) market expansion strategies of mini-box service retailers were categorized into five types: Local Concentration, Proactive Expansion, Reactive Expansion, Concentrated National Expansion, Dispersed National Expansion, and (2) both Proactive Expansion and Dispersed National Expansion are found to be more profitable than Local Concentration.

4 citations

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