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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

[...]

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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Posted Content•
The Use of Partial Least Squares Path Modeling in International Marketing

[...]

Jörg Henseler1, Jörg Henseler2, Christian M. Ringle3, Rudolf R. Sinkovics4•
Universidade Nova de Lisboa1, Radboud University Nijmegen2, University of Newcastle3, University of Auckland4
01 Jan 2009-Social Science Research Network
TL;DR: An evaluation of double-blind reviewed journals through important academic publishing databases revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis.
Abstract: Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in international marketing, there are no subject-specific guidelines for the use of PLS so far.Methodology/approach: A literature review of the use of PLS in international marketing reveals the increasing application of this methodology.Findings: This paper reveals the strengths and weaknesses of PLS in the context of research on international marketing, and provides guidance for multi-group analysis.Originality/value of paper: The paper assists researchers in making well-grounded decisions regarding the application of PLS in certain research situations and provides specific implications for an appropriate application of the methodology.

7,536 citations

Posted Content•
Consumers and Their Brands: Developing Relationship Theory in Consumer Research

[...]

Susan Fournier1•
Boston University1
01 Dec 1998-Social Science Research Network
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

5,694 citations

Journal Article•DOI•
Consumers and their brands : developing relationship theory in consumer research

[...]

Susan Fournier1•
Harvard University1
01 Mar 1998-Journal of Consumer Research
TL;DR: In this paper, the authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumerbrand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

5,618 citations

Book Chapter•DOI•
The use of partial least squares path modeling in international marketing

[...]

Jörg Henseler1, Christian M. Ringle, Rudolf R. Sinkovics•
Radboud University Nijmegen1
06 Mar 2009
TL;DR: In this article, the authors conducted an exhaustive literature review to determine the status quo of PLS path modeling in international marketing research and found that more than 30 academic articles in the domain of international marketing used PLS as a means of statistical analysis.
Abstract: In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

5,282 citations

Journal Article•DOI•
From the Editors: Common method variance in international business research

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Sea-Jin Chang, Arjen van Witteloostuijn1, Lorraine Eden2•
Tilburg University1, Texas A&M University2
01 Feb 2010-Journal of International Business Studies
TL;DR: In this article, the authors who submit manuscripts to JIBS that appear to suffer from common method variance (CMV) are asked to perform validity checks and resubmit their manuscripts.
Abstract: JIBS receives many manuscripts that report findings from analyzing survey data based on same-respondent replies. This can be problematic since same-respondent studies can suffer from common method variance (CMV). Currently, authors who submit manuscripts to JIBS that appear to suffer from CMV are asked to perform validity checks and resubmit their manuscripts. This letter from the Editors is designed to outline the current state of best practice for handling CMV in international business research.

2,640 citations

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