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Journal ArticleDOI

What Defines Counterfeiting? A Timeline Analysis of the Definition

22 Jun 2020-Vol. 6, Iss: 2, pp 641-650
TL;DR: This article intends to use text analysis technique to provide the reader with a summary of the existing academic literature on counterfeiting and counterfeit product-related literature by providing a brief (yet ample) list on counterfeit(ing).
Abstract: Though addressed widely by academicians and researchers across the globe, the subject of counterfeiting dates back to historical times of 27BC. In academic literature, the discussion on counterfeit(ing) began a century back when researchers started to define its boundaries through their understanding. Ranging from the classical descriptions on counterfeit, counterfeiting, counterfeit trade and counterfeit product(s), this article intends to use text analysis technique to provide the reader with a summary of the existing academic literature on the aforementioned subjects. It summarizes key definitions from the respective area with a broader aim to bridge the gap in the existing counterfeiting and counterfeit product-related literature by providing a brief (yet ample) list on counterfeit(ing). Moreover, it also identifies the key similarities exiting in the definition set. The article concludes with authors own definition of counterfeiting and counterfeit product(s) based on the conceptualization developed through the understanding of combined definitions from the literature.

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Citations
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Journal Article

34 citations

01 Jan 2016
TL;DR: In this paper, the influence of moral judgement, subjective norm and self-regulatory efficacy in predicting behavioural intention to purchase counterfeit products among Tanzanian consumers was examined. But the authors did not consider the effect of idolatry on the relationship between consumers' behavioural intention and purchase behaviour of counterfeit products.
Abstract: The primary focus of the present study is to examine the influence of moral judgement, subjective norm and self-regulatory efficacy in predicting behavioural intention to purchase counterfeit products among Tanzanian consumers. This study also aims to examine the direct relationship between self-regulatory efficacy and purchase behaviour of counterfeit products. In addition, the present study also fills the gap in the intention-actual behaviour relationship by examining the moderating effect of idolatry on the relationship between consumers’ behavioural intention and purchase behaviour of counterfeit products. The present study also aims to examine to what extent intention to purchase counterfeit products contributes to the purchase behaviour of counterfeit products among Tanzanian consumers.It is an attempt to develop a conceptual framework for determining purchasing behaviour of counterfeit products in Tanzania. The aim is to provide adequate information to marketers on how to reap the expected benefits of sales as well as to facilitate prompt decision-making by the government through the execution and implementation of stringent regulations.

2 citations

Posted Content
TL;DR: This article examined how consumers feel when they use counterfeits, and how these feelings affect purchase intentions toward counterfeits and genuine brands and found that counterfeit users experience mixed emotions, stemming from concerns about the signals the counterfeit might send to others.
Abstract: This research examines how consumers feel when they use counterfeits, and how these feelings affect purchase intentions toward counterfeits and genuine brands. We find that counterfeit users experience mixed emotions, stemming from concerns about the signals the counterfeit might send to others. Accordingly, mixed emotions are stronger in public versus private settings, and among consumers chronically concerned about social signaling (i.e., consumers high in social-adjustive motives). Because mixed emotions can be unpleasant, counterfeit users subsequently gravitate away from counterfeits and toward genuine brands (which communicate largely positive social signals and thus elicit no mixed emotions). In this manner, counterfeit consumption may drive demand for genuine brands. A final experiment tests implications for reducing counterfeit consumption. As predicted, consumers exposed to anti-counterfeiting advertisements designed to elicit mixed emotions are willing to pay a higher price premium for genuine over counterfeit products. Collectively, these findings identify the emotional consequences of counterfeit consumption and highlight that an effective way to understand and reduce counterfeit consumption is to focus on the social context in which many counterfeits are used.

2 citations

References
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Journal ArticleDOI
TL;DR: The authors showed that consumers' desire for counterfeit luxury brands hinges on the social motivations underlying their luxury brand preferences, and that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix, thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.
Abstract: This research demonstrates that consumers' desire for counterfeit luxury brands hinges on the social motivations (i.e., to express themselves and/or to fit in) underlying their luxury brand preferences. In particular, the authors show that both consumers' preferences for a counterfeit brand and the subsequent negative change in their preferences for the real brand are greater when their luxury brand attitudes serve a social-adjustive rather than a value-expressive function. In addition, consumers' moral beliefs about counterfeit consumption affect their counterfeit brand preferences only when their luxury brand attitudes serve a value-expressive function. Finally, the authors demonstrate that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.

756 citations


"What Defines Counterfeiting? A Time..." refers background in this paper

  • ...Wilcox et al. (2009) “Counterfeit products are the replica of original branded products, which have same color, design, packaging and they contain the same logo and/or trademark.”...

    [...]

Journal ArticleDOI
TL;DR: In this paper, the authors investigated the influence of social, personality, and demographic factors on consumers' attitude towards piracy and found that the more value-conscious and less normatively susceptible one was, and the less integrity one had, the more favorable was one's attitude toward piracy.
Abstract: Examines consumers’ motivation for buying counterfeits or pirated goods. The findings indicated that, compared to those who did not buy pirated music CDs, those who bought the counterfeits viewed such purchases as less risky, and trusted stores that sell counterfeits more. They did not see counterfeits as too unfair to singers or the music industry, thought they benefit the society more, and did not see people who buy them as unethical. We also investigated the influence of social, personality, and demographic factors on consumers’ attitude towards piracy. We found that the more value‐conscious and less normatively susceptible one was, and the less integrity one had, the more favorable was one’s attitude towards piracy. Demographic characteristics were also significant in influencing attitude. Males and those from lower income groups held more favorable attitudes. Finally, attitude towards piracy was significant in influencing purchase intention.

559 citations

Journal ArticleDOI
TL;DR: In this article, the authors hypothesize that consumers' willingness to purchase counterfeit products is positively related to product performance expectations and negatively related to attitudes toward lawfulness, and that extrinsic cues determine willingness to buy a counterfeit.

450 citations

Journal ArticleDOI
TL;DR: In this article, the authors propose conceptualizations of eight possible non-price determinants of consumers' behavioural intention towards the purchase of counterfeit products, and explore the explanatory role of these constructs by relating them to purchase intention responses for four common counterfeit consumer products, through multiple regression analyses.
Abstract: Counterfeiting is a serious problem besetting an increasing number of industries. It affects not only products whose brand name is synonymous with its quality or flavour, but also products which require a high level of research and development, and marketing. Counterfeit merchandise cuts into profits and harms the brand owner′s reputation. To be effective in eradicating counterfeiting, one also has to understand the consumer′s propensity to purchase counterfeit products. Challenges the prevalent assumption that price is the main motive for purchasing counterfeit products. Offers conceptualizations of eight possible non‐price determinants of consumers′ behavioural intention towards the purchase of counterfeit products. Uses established scale development procedures to create multi‐item scales for these non‐price constructs. Explores the explanatory role of these constructs by relating them to purchase intention responses for four common counterfeit consumer products, through multiple regression analyses. A ...

413 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examined the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting.
Abstract: Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. Existing studies have largely neglected brand influence on consumer purchase behaviour of CBPs. This research seeks to examine the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non‐deceptive counterfeiting. Design/methodology/approach – The current study tests the conceptual model and hypotheses developed based on the existing literature. Four focus groups (ranging from six to eight participants in each group) are used to construct the research instrument. The conceptual model and hypothesis are tested using hierarchical regression analyses with survey data from 321 consumers in the UK. Findings – This research is the first in the literature on counterfeits to establish that perceived brand personality plays a more dominant role in explaining consumers' purchase intention of CBP than other influential factors (e.g. benefit and product attribute). Involvement/knowledge has no significant influence on counterfeit purchase intention. Evidence of involvement as a moderator does not exist. Brand image is not a mediator of the effects of involvement/knowledge on purchase intention. Research limitations/implications – This research only investigates one brand of one product category (watches) in the context of non‐deceptive counterfeiting, although this has not prevented the emergence of significant results. Practical implications – The results of this study hold important implications for both practitioners and academics. They help to alert practitioners to the factors that truly affect consumer proneness of CBPs, for example, brand personality. For academics, they demonstrate that brand influence should not be further ignored in the study of consumer behaviour in relation to CBPs. Originality/value – This research is one of the few which investigate CBP not only as a product but, more importantly, also as a brand – a counterfeit brand.

358 citations


"What Defines Counterfeiting? A Time..." refers background in this paper

  • ...Bian and Moutinho (2011) “A counterfeit product is defined as an illegal replication of a legitimate product, and mimics its labeling, packaging, and trademarks.”...

    [...]