Analysis of anti-counterfeiting tactics to diffuse consumer demand

Stöttinger, Barbara; Penz, Elfriede; Cesareo, Ludovica

doi:10.4337/9781785366451.00027

Cited by 3 publications

(5 citation statements)

References 99 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This research investigates whether factors that drive consumers to buy fake physical and digital products (Stöttinger et al , 2017) are similar or different across countries and product categories. If our research contentions hold and demand drivers are invariant across countries and product categories, then we contribute to existing research (1) by providing a theoretically substantiated model (using TPB) (Ajzen, 1991) which (2) allows bridging the gap between counterfeits and digital piracy and what drives the demand for both product categories (Nia and Zaichkowsky, 2000).…”

Section: Discussionmentioning

confidence: 99%

“…If our research contentions hold and demand drivers are invariant across countries and product categories, then we contribute to existing research (1) by providing a theoretically substantiated model (using TPB) (Ajzen, 1991) which (2) allows bridging the gap between counterfeits and digital piracy and what drives the demand for both product categories (Nia and Zaichkowsky, 2000). So far, these aspects have been looked at separately in most pertinent research (Stöttinger et al , 2017). Subsequently, our findings would (3) enable the fight against infringements of intellectual property rights (Cordell et al , 1996) through standardized, consumer-directed activities across countries versus country-by-country, product category-specific actions.…”

Section: Discussionmentioning

confidence: 99%

“…The World Intellectual Property Organization (WIPO) (World Intellectual Property Organization, 2015) as well as Cordell et al (1996) define “any unauthorized manufacturing of goods whose special characteristics are protected by Intellectual Property Rights (trademarks, patents and copyrights)” as illicit. In their contribution, Stöttinger et al (2017) outline in detail the connection between physical and digitally pirated goods in terms of consumer benefits and purchasing behavior. For instance, both product categories are bought for the functional benefits they provide for the user, which are at the core of the purchase decisions (Bian and Moutinho, 2011).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Heavily affected product categories comprise physical, such as branded products (Pathak et al , 2019), as well as digital goods (Staake et al , 2009), such as software, digital documents, digital audio (including music) and digital video. In all cases, the original copyright holder misses out on monetary compensation for the creation (Evans et al , 2019; Stöttinger et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

“…While there is much to learn from extant studies in this domain, there are important gaps in understanding vis-à-vis the phenomenon of counterfeits and piracy from a consumer perspective in an international context. One is that fake physical and digital products have been treated separately in previous research (Stöttinger et al , 2017) despite drivers of purchase intentions may be the same, e.g. in terms of consumer motives and behavior.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Towards a general model explaining physical and digital counterfeits

Molina-Castillo

Penz

Stöttinger

2021

MIP

Self Cite

View full text Add to dashboard Cite

PurposeDemand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues, such as whether there are generalizable explanations of purchase intentions.Design/methodology/approachThis research is based on consumer samples from three different countries. This paper develops and tests a model based on the theory of planned behavior (TPB) to explain both the demand for counterfeits and digital piracy. Respondents were questioned about physical products (e.g. clothing, accessories) from well-known brands and digital products (e.g. software, music).FindingsSocially oriented motives such as embarrassment potential, ethical concerns and social norms explain the intention to purchase fake physical and digital products, while personally oriented motives (e.g. self-identity) have indirect effects but not a direct impact on purchase intention.Research limitations/implicationsAs our results show, we find evidence for a general model – contributing and supporting our first and primary research goal of providing a theoretically robust model that bridges the gap between two streams of literature.Practical implicationsThe fact that drivers of buying counterfeit physical and digital goods are similar across countries provides justification for companies and international organizations to bundle their efforts and thus leverage them more strongly on a global scale.Originality/valueWe provide a basis for consolidating future research on demand for counterfeits and pirated goods because underlying factors driving demand are similar across the three countries studied herein.

show abstract

Section: Discussionmentioning

confidence: 99%