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Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands

Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards... Purpose – This paper sets out to examine how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile of buyers and non‐buyers of counterfeits of luxury brands. Design/methodology/approach – A self‐administered questionnaire was designed using established scales. A survey was conducted in downtown Shanghai through the “mall intercept” method. A variety of statistical techniques were used to analyze the data. Findings – Status consumption and integrity are strong influencers of purchase intention, whereas normative susceptibility, information susceptibility, personal gratification, value consciousness, and novelty seeking had weaker influencing relationships. The attitude towards counterfeits of luxury brands is found to influence purchase intention. Collectivism does not influence attitudes nor purchase intentions towards counterfeits of luxury brands. Research limitations/implications – The findings are limited to Chinese consumers in Shanghai, which cannot be generalized across the whole of China or other international markets. Further, only luxury brands are considered. Other cultural contexts and product categories should be investigated in the future. Practical implications – The research provides an in‐depth understanding of Chinese consumers' attitudes towards counterfeits of luxury brands. The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help eradicate, or at the very least curb, counterfeiting activities. Originality/value – The majority of previous studies focused on counterfeiting and piracy of music and other optical media, whereas this paper focused exclusively on luxury brands. Status consumption is also added as an antecedent towards attitudes and purchase intention of counterfeits. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands

Ian Phau; Min Teah
Journal of Consumer Marketing , Volume 26 (1): 13 – Jan 23, 2009
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References (93)

Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760910927019
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper sets out to examine how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile of buyers and non‐buyers of counterfeits of luxury brands. Design/methodology/approach – A self‐administered questionnaire was designed using established scales. A survey was conducted in downtown Shanghai through the “mall intercept” method. A variety of statistical techniques were used to analyze the data. Findings – Status consumption and integrity are strong influencers of purchase intention, whereas normative susceptibility, information susceptibility, personal gratification, value consciousness, and novelty seeking had weaker influencing relationships. The attitude towards counterfeits of luxury brands is found to influence purchase intention. Collectivism does not influence attitudes nor purchase intentions towards counterfeits of luxury brands. Research limitations/implications – The findings are limited to Chinese consumers in Shanghai, which cannot be generalized across the whole of China or other international markets. Further, only luxury brands are considered. Other cultural contexts and product categories should be investigated in the future. Practical implications – The research provides an in‐depth understanding of Chinese consumers' attitudes towards counterfeits of luxury brands. The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help eradicate, or at the very least curb, counterfeiting activities. Originality/value – The majority of previous studies focused on counterfeiting and piracy of music and other optical media, whereas this paper focused exclusively on luxury brands. Status consumption is also added as an antecedent towards attitudes and purchase intention of counterfeits.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jan 23, 2009

Keywords: Counterfeiting; Consumers; Premier brands; China

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