A comparison of the emotional and motivational aspects in the purchase of luxury products versus counterfeits

Penz, Elfriede; Stöttinger, Barbara

doi:10.1057/bm.2012.7

Cited by 52 publications

(54 citation statements)

References 34 publications

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“…Park et al (2010) state, that companies increasingly emphasize a strong emotional connection between them and their consumers. Using qualitative data, Penz and Stöttinger (2012) confirm that emotional aspects are important drivers of purchasing decisions of counterfeits. However, their results indicate different patterns of positive, negative or mixed emotions as antecedents of purchasing originals and fake products.…”

Section: Brand Attachment and Self Congruencementioning

confidence: 77%

“…Mourad and Vallete-Florence (2011) propose a theoretical model in which brand attachment would impact attitudes of consumers towards purchasing counterfeits. Penz and Stöttinger (2012) observe that emotional aspects have significant impact on purchasing counterfeits and originals, indicating the importance of exploring relations among brands and purchase of counterfeits.…”

Section: Conceptual Underpinning and Hypotheses Developmentmentioning

confidence: 96%

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Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Kaufmann

Petrovici

Filho

et al. 2016

Journal of Business Research

113

149

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Few studies have examined the relationships between brands and consumers in the context of counterfeiting. In this context, this research aims to explore how the attachment of a consumer with a luxury brand can affect her/his decision to buy counterfeits, and how this relates to her/his public self-consciousness. Two survey based studies were conducted among potential counterfeit buyers in Brazil. A sample of middle-class female fashion shoppers from Brazil was used to test the hypotheses in study 1 (n = 532) and study 2 (n = 276). Innovatively, this research provides convincing implications for the need to differentiate counterfeiting theory between emerging and developed economies. Evidence of the positive impact of actual self-congruence and ideal self-congruence on brand attachment to luxury brands in emerging economies is provided. The role of brand attachment is in contrast to findings reported in other emerging economies. Interestingly, the results demonstrate that the purchase of counterfeits is a more hedonic process compared to the purchase of originals (study 1). The effect of brand attachment on the willingness to buy counterfeits may vary according to how attachment is measured (study 2). Yet, brand attachment has a consistent positive effect on intentions to purchase originals. Producing increments in the emotional brand attachment level can reduce the behavioural intentions of purchasing counterfeits. Hence, the findings suggest that the creation of emotional links with brands can be an appropriate strategy to reduce counterfeiting.

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Section: Brand Attachment and Self Congruencementioning

confidence: 77%

Section: Conceptual Underpinning and Hypotheses Developmentmentioning

confidence: 96%

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Kaufmann

Petrovici

Filho

et al. 2016

Journal of Business Research

113

149

View full text Add to dashboard Cite

show abstract

“…Consumers increasingly perceive a diminishing gap in quality between originals and counterfeits. So buying counterfeits is a way for them to express that they are smart shoppers, which is a source of pleasure and joy (Penz & Stöttinger, ). However, owning counterfeits also implies negative personal consequences for consumers (Wiedmann, Hennigs, & Siebels, ; Zampetakis, ).…”

Section: Literature Overviewmentioning

confidence: 99%

Concurrent Ownership of Brands and Counterfeits: Conceptualization and Temporal Transformation from a Consumer Perspective

Stöttinger

Penz

2015

Psychol. Mark.

Self Cite

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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.

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“…); nor do we focus on the consumer who purchases the product (Is there some consumer moral culpability if they knowing purchase misappropriated IIP products?). The genesis of such broader discussions can be found in other articles including but not limited to: Arellano, 1994 ;Seung-Eun, Littrell, 2003, andPenz andStöttinger (2012).…”

Section: The Major Contribution Of the Paper Is To Provide Marketers mentioning

confidence: 99%

Indigenous Intellectual Property Rights: Ethical Insights for Marketers

Kennedy

Laczniak

2014

Australasian Marketing Journal

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Present copyright laws do not protect Indigenous intellectual property (IIP) sufficiently. Indigenous cultural artefacts, myths, designs and songs (among other aspects) are often free to be exploited by marketers for business' gain. Use of IIP by marketers is legal as intellectual property protection is based on the lifetime of the person who has put the IP in tangible form. However, Indigenous groups often view ownership in a very different light, seeing aspects of their culture as being owned by the group in perpetuity. Misuse of their cultural heritage by marketers in products often denies the Indigenous group a monetary benefit from their use and is frequently disrespectful. This article discusses ethical insights that might shed moral weight on this issue.

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A comparison of the emotional and motivational aspects in the purchase of luxury products versus counterfeits

Cited by 52 publications

References 34 publications

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Concurrent Ownership of Brands and Counterfeits: Conceptualization and Temporal Transformation from a Consumer Perspective

Indigenous Intellectual Property Rights: Ethical Insights for Marketers

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