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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 lovable personality: The effect of brand personality on brand love

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Pinaki Roy1, Kapil Khandeparkar2, Manoj Motiani3•
Indian Institute of Management Ahmedabad1, Goa Institute of Management2, Indian Institute of Management Indore3
03 Aug 2016-Journal of Brand Management
TL;DR: In this article, the authors empirically tested the impact of two dimensions of brand personality (excitement and sincerity) on brand love and subsequently on store brand loyalty and +WOM in the context of online retailers.
Abstract: This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM). The results demonstrated that the two dimensions of brand personality as well as brand love have a positive impact on store brand loyalty and +WOM. Additionally, ‘sincerity’ and ‘excitement’ had a direct effect on store brand loyalty but not on +WOM. However, both the personality dimensions influenced +WOM through brand love and store brand loyalty.

58 citations

Journal Article•DOI•
Concurrent Ownership of Brands and Counterfeits: Conceptualization and Temporal Transformation from a Consumer Perspective

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Barbara Stöttinger1, Elfriede Penz1•
Vienna University of Economics and Business1
01 Apr 2015-Psychology & Marketing
TL;DR: In this article, the authors investigated the relationship consumers have with brands and counterfeits when they own both at the same time, based on different object-, self-, and other-centered engagements.
Abstract: The aim of this paper is to shed light on consumers’ concurrent ownership of original and counterfeit versions of a brand, a phenomenon that is lively in the global market place but has thus far failed to attract adequate research attention. Using findings from eight focus group discussions, this paper investigates the relationships consumers have with brands and counterfeits when they own both at the same time, based on different object-, self-, and other-centered engagements. Subsequently, three distinct consumer segments were identified that vary in their relationship trajectories over time. Along three established phases, a decline in purchasing of counterfeits can be observed; between Phases 1 and 2, this is due largely to negative emotional aspects, while making the transition to Phase 3 is always induced by a conflict with the social self. In all three segments the gap between the perceived and ideal social self widens, yet, once again, there are differences in the coping strategies.

56 citations

All you need is Love: Assessing Consumers' Brand Love

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Hans H. Bauer, Carmen-Maria Albrecht, Daniel Heinrich
01 Jan 2009
TL;DR: In this paper, the authors investigate the concept of brand love and find that the emotion of love plays a major role for creating a strong bond between a consumer and a brand, which can be recognized by slogans like “Mini-Is it Love?” or “McDonalds-I’m lovin’ it.”
Abstract: Marketers have already picked up the idea of beloved brands and are using emotionally laden advertising messages to create consumers’ love for brands. This can, amongst others, be recognized by slogans like “Mini – Is it Love?” or “McDonalds – I’m lovin’ it.” In managementoriented literature, there are some hints that the emotion of love plays a major role for creating a strong bond between a consumer and a brand. Saatchi & Saatchi CEO Kevin Roberts (2005), for instance, has developed the idea of “lovemarks.” In academic research, the concept of consumers’ brand love has lately been introduced into marketing literature (e.g., Ahuvia 1993; Ji 2002; Whang et al. 2004; Carroll and Ahuvia 2006). Nevertheless, a solid understanding and valid measurement scale is still missing. The study intends to contribute to fill this research gap by investigating the concept of brand love.

43 citations

Journal Article•DOI•
Conceptualizing luxury buying behavior: the Indian perspective

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Varsha Jain, Subhadip Roy1, Ashok Ranchhod2•
Indian Institute of Management Udaipur1, University of Southampton2
15 May 2015-Journal of Product & Brand Management
TL;DR: In this article, a conceptual framework was developed to understand luxury buying behavior in a developing nation context, and gender was identified as a moderating variable between antecedents of purchase and purchase behavior.
Abstract: Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context. Design/methodology/approach – The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India. Findings – A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior. Research limitations/implications – The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation co...

41 citations

Journal Article•DOI•
Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

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Ilaria Baghi, Veronica Gabrielli, Silvia Grappi
23 Aug 2016-Journal of Product & Brand Management
TL;DR: In this article, the effect of counterfeiting awareness on consumer advocacy behavior towards the brand in a specific context was investigated, that is, the luxury brand context, and the authors conducted two surveys among actual and potential consumers of the original brand.
Abstract: Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. Findings This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands. Research limitations/implications This framework should be tested on additional brands and integrated with further processes and individual variables to extend our knowledge about consumer responses to counterfeits. Originality/value This research recognises counterfeiting as a consumer-led process. The results showed the ambivalent nature of counterfeiting, that is, a threat and an opportunity for the counterfeited brand. In fact, actual and potential consumers are prone to protect the genuine brand. The consequent advocacy behaviour is stimulated by the attempts of consumers of fakes to take possession of the brand experience, and these activate actions of self-protection among consumers of the original brand. Interesting managerial implications are drawn.

33 citations

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