Devil continues to wear “counterfeit” Prada: a tale of two cities

Teah, Min; Phau, Ian; Huang, Yu‐An

doi:10.1108/jcm-03-2014-0908

Cited by 46 publications

(63 citation statements)

References 82 publications

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“…It is obvious that consuming nonbranded goods or more affordable locally manufactured goods is not the option for the Larkers. For this group of youth that grew up in a brand‐conscious culture, high‐end or luxury brands often serve as identity markers (Phau, Sequeira, & Dix, ; Teah, Phau, & Huang, ).…”

Section: Resultsmentioning

confidence: 99%

Consuming counterfeit: A study of consumer moralism in China

Lam

Liu

2018

Int J Consumer Studies

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The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio-economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio-cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework. K E Y W O R D S Chinese consumers, consumer moralism, counterfeit consumption, ethical behaviour, qualitative research

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Section: Resultsmentioning

confidence: 99%

Consuming counterfeit: A study of consumer moralism in China

Lam

Liu

2018

Int J Consumer Studies

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“…The findings of this study suggest that covert narcissists deserve more attention from both researchers and luxury brand manufacturers. Results show that covert narcissists, in contrast to their overt counterparts, are likely to react differently to branding strategies aimed at increasing brand loyalty and are more likely to engage in the brand damaging practice of counterfeit consumption (e.g., Cheung & Prendergast, ; Lorenzetti, ; Teah, Phau, & Huang, ). Therefore, this study suggests that luxury brand marketers should design separate branding strategies for overt and covert narcissistic consumers.…”

Section: Discussionmentioning

confidence: 99%

The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits

Fastoso

Bartikowski

Wang

2018

Psychology and Marketing

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The authors build on approach‐avoidance motivations theory to investigate the relationship between narcissism and luxury brand consumption. Narcissistic consumers, that is, those showing excessive conceit, are prone to consuming high‐prestige products and are thus attractive targets for luxury brands. Yet despite research in psychology distinguishing two types of narcissism, overt (or grandiose) and covert (or vulnerable) narcissism, little is known about how luxury consumption varies by these forms of narcissism. This paper focuses on Chinese Generation Y consumers to examine how overt and covert narcissism differ in their effects on luxury brand loyalty and proneness to purchase counterfeits as well as the moderating role of brand‐image self‐image congruity on the relationship between overt/covert narcissism and brand loyalty. Findings highlight the need for marketers to understand narcissistic targets more clearly in order to develop successful strategies to foster brand loyalty and diminish counterfeit consumption.

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“…All the hypotheses are tested using data collected in a field-survey with 380 adult ethnic Chinese local shoppers (who had ever bought counterfeit products) in Hong Kong, a market with widespread availability of counterfeit products. This study would pave the way for a better understanding of deliberate counterfeit purchase behavior by providing some fresh insights into its underlying mechanism (Chen et al, 2015;Randhawa et al, 2015;Stöttinger and Penz, 2015;Teah et al, 2015;Zhan et al, 2015)…”

Section: Introductionmentioning

confidence: 99%

Demystifying deliberate counterfeit purchase behaviour: towards a unified conceptual framework

Sharma

Chan

2016

Marketing Intelligence &Amp; Planning

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Demystifying deliberate counterfeit purchase behavior: Towards a unified conceptual framework Purpose-This paper introduces a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives using cognitive dissonance theory. Specific hypotheses are put forth about the interrelationships among counterfeit proneness, ethical judgments, subjective norms, counterfeit product evaluation and purchase intentions. Design/methodology/approach-A field-survey with 380 shoppers (who had ever purchased a counterfeit product) in Hong Kong across four frequently counterfeited product categories (backpack, luxury watch, software and movie DVD) with varying levels of involvement, usage context and purchase motivation. Findings-As hypothesized, counterfeit proneness positively influences ethical judgments and subjective norms about buying a counterfeit product, which in turn positively affect the counterfeit product evaluation and purchase intentions. All these effects are fairly stable across the four product categories, which suggests robustness of the proposed unified model. Research limitations/implications-Using Hong Kong as the research setting and a relatively younger sample of ethnic Chinese consumers helps ensure high internal validity but it may also restrict the generalizability of the findings. Future research with a more diverse sample of consumers would help replicate the results reported in this paper. The conceptual framework may also be extended by including variables such as consumer innovativeness, risk-taking and change-seeking as antecedents of counterfeit purchase behavior and usage. Practical implications-Findings show that consumers are influenced by a combination of individual and sociological factors when they decide whether to buy and use counterfeit products. Hence, marketers and authorities need a multi-pronged strategy to curb the growing demand and usage of counterfeit products, especially among ethnic Chinese consumers. These results may also help identify consumer segments more prone to counterfeit purchase behavior and to develop special communication to target them more effectively. Originality/value-Past studies mostly explore the 'direct' and 'independent' effects of consumer attitudes, ethical judgments and subjective norms on their counterfeit purchase behavior, ignoring their impact on each other and the roles of 'counterfeit proneness' and 'product evaluation'. This paper addresses all these gaps with a unified conceptual framework that incorporates all these constructs using cognitive dissonance theory and provides useful insights about their direct and indirect effects on each other.

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Devil continues to wear “counterfeit” Prada: a tale of two cities

Cited by 46 publications

References 82 publications

Consuming counterfeit: A study of consumer moralism in China

Consuming counterfeit: A study of consumer moralism in China

The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits

Demystifying deliberate counterfeit purchase behaviour: towards a unified conceptual framework

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