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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•
The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

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Cleopatra Veloutsou, Francisco Guzmán
10 Apr 2017-Journal of Product & Brand Management
TL;DR: In this article, the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), has been analyzed and highlighted, highlighting the current challenges the discipline faces and suggest future research avenues that will enrich brand management knowledge.
Abstract: Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge. Design/methodology/approach This paper includes internal historical literature review and commentary. Findings After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified. Research limitations/implications By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM. Originality/value The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

155 citations

Journal Article•DOI•
Constructing identity through the consumption of counterfeit luxury goods

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Maria Eugenia Perez1, Raquel Castaño, Claudia Quintanilla•
Monterrey Institute of Technology and Higher Education1
15 Jun 2010-Qualitative Market Research: An International Journal
TL;DR: In this article, the authors explore the relationship between the consumption of counterfeit luxury goods and identity construction and highlight three main themes describing inner benefits that consumers attain with the purchase and consumption of counterfeits: being efficient by optimizing their resources; having fun by experiencing adventure, enjoyment, and risk; and fooling others expecting not to be caught.
Abstract: Purpose – The purpose of this paper is to explore the relationship between the consumption of counterfeit luxury goods and identity construction. The argument is that through the consumption of counterfeit luxury goods consumers obtain real and symbolic benefits that allow them to express a desired social image and further their identity.Design/methodology/approach – A total of 37 in‐depth interviews were conducted with women who owned both originals and counterfeits of luxury fashion products.Findings – The findings highlight three main themes describing inner benefits that consumers attain with the purchase and consumption of counterfeit luxury goods: first, being efficient by optimizing their resources; second, having fun by experiencing adventure, enjoyment, and risk; and third, fooling others expecting not to be caught. But most important, through the accomplishment of these goals consumers of counterfeit luxury goods construct an identity in which they perceive themselves as “savvy” individuals.Orig...

142 citations

Journal Article•DOI•
Values associated with luxury brand consumption and the role of gender

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Elyette Roux1, Eric Tafani1, Franck Vigneron•
Saint Petersburg State University1
01 Feb 2017-Journal of Business Research
TL;DR: Zhang et al. as discussed by the authors investigated the role of gender in the perceptions of and motives for luxury brand consumption and found that women give more importance to refinement, while men give more attention to exclusivity and elitism, while public self-consciousness has a stronger positive influence on refinement for women rather than men.

133 citations

Journal Article•DOI•
Using the theory of planned behaviour to understand brand love

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Sabrina M. Hegner1, Anna Fenko, Annemiek Teravest•
Bielefeld University of Applied Sciences1
10 Apr 2017-Journal of Product & Brand Management
TL;DR: In this paper, the authors apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand.
Abstract: Purpose Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand. Further, the influence of brand love on brand forgiveness is proven. Additionally, this research investigates the influence of involvement with the product category on the proposed relationship. Design/methodology/approach A survey (N = 274) was used to test the model in the context of fashion industry with the help of a convenience sample. Exploratory factor analysis, confirmatory factor analysis and (multi-group) structural equation modelling techniques assessed the proposed model. Findings Results show that the proposed model gives valuable insights to brand love, where involvement serves as a moderator. While the attitude towards loving a brand has a strong influence on brand love for both high and low involved consumers, affordability only plays a minor role for experiencing brand love. Subjective norm is found to facilitate brand love for high-involved consumers, while propensity to anthropomorphise leads to higher brand love for low involved consumers. Originality/value This paper demonstrates the applicability of the theory of planned behaviour to a consumer–brand relationship context. This adds to a deeper theoretical understanding of the managerially relevant construct of brand love. Further, the study demonstrates that brand lovers are more forgiving in times of disappointment. Introducing involvement into the research model provides valuable insights into the processes underlying brand love.

124 citations

Journal Article•DOI•
New insights into unethical counterfeit consumption

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Xuemei Bian1, Kai-Yu Wang2, Andrew Smith3, Natalia Yannopoulou4•
University of Kent1, Brock University2, University of Nottingham3, Newcastle University4
01 Oct 2016-Journal of Business Research
TL;DR: In this article, the authors identify the psychological and emotional insights that both drive and result from the consumption of higher involvement counterfeit goods and uncover the coping strategies related to unethical counterfeit consumption.

117 citations

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