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Counterfeits and branded products: effects of counterfeit ownership

Counterfeits and branded products: effects of counterfeit ownership Purpose – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non‐owners. Design/methodology/approach – Following four focus group discussions, a quantitative survey of 430 adults in Glasgow, UK was conducted measuring consumers' brand perceptions of CBP and BP, CBP non‐deceptive ownership, and CBP purchase intention. Findings – Consumers were found to have more favourable perceptions of BP than CBP, with exceptions of financial risk and security concerns. Significant perception differences concerning CBP were identified between CBP owners and non‐owners. In contrast, CBP ownership had no significant effect on consumers' evaluations of BP. Several perception dimensions appeared to be significantly influential on CBP behavioural intention, with brand personality playing the dominant role. Evidence of an interaction effect of CBP ownership with consumers' perceptions of CBP on CBP purchase intention did not exist. Originality/value – This study is one of the few which have examined the impact of CBP on its counterpart BP from both brand and product perspectives. Insights into how CBP as a brand and also a product are perceived differently to BP, and how CBP ownership alter consumers' perceptions of CBP/BP and thereafter CBP purchase intention, contribute to the literature in counterfeiting study and provide a platform for more conceptual and theoretical research on the effects of symbolic and expressive value on cognitive behaviour in counterfeits related research settings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Counterfeits and branded products: effects of counterfeit ownership

Journal of Product & Brand Management , Volume 20 (5): 15 – Aug 23, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421111157900
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non‐owners. Design/methodology/approach – Following four focus group discussions, a quantitative survey of 430 adults in Glasgow, UK was conducted measuring consumers' brand perceptions of CBP and BP, CBP non‐deceptive ownership, and CBP purchase intention. Findings – Consumers were found to have more favourable perceptions of BP than CBP, with exceptions of financial risk and security concerns. Significant perception differences concerning CBP were identified between CBP owners and non‐owners. In contrast, CBP ownership had no significant effect on consumers' evaluations of BP. Several perception dimensions appeared to be significantly influential on CBP behavioural intention, with brand personality playing the dominant role. Evidence of an interaction effect of CBP ownership with consumers' perceptions of CBP on CBP purchase intention did not exist. Originality/value – This study is one of the few which have examined the impact of CBP on its counterpart BP from both brand and product perspectives. Insights into how CBP as a brand and also a product are perceived differently to BP, and how CBP ownership alter consumers' perceptions of CBP/BP and thereafter CBP purchase intention, contribute to the literature in counterfeiting study and provide a platform for more conceptual and theoretical research on the effects of symbolic and expressive value on cognitive behaviour in counterfeits related research settings.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Aug 23, 2011

Keywords: Counterfeit; Branded product; Perception; Brand image; Purchase intention; Risk; United Kingdom

References