Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective

Sestino, Andrea; Matteo, Serena Di; Amatulli, Cesare

doi:10.1007/978-3-031-07326-7_2

Cited by 2 publications

(1 citation statement)

References 62 publications

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“…(2020) preposition, argue that copyright imitation is a value added activity by facilitating aesthetic innovation, fostering social connections, and nurturing individual creative expression, thereby enabling media users to transition into creators themselves. Kumar, (2023) and Sestino et. al.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 98%

Does Copyright Imitation Impact Purchase Behaviour in the Entertainment Industry: A PLS-SEM Analysis of Gen Z’s Brand Recognition in Africa?

Abdulsalam,

Tajudeen

2024

AJSD

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The entertainment industry has experienced remarkable growth, driven by technological advancements and changing consumer preferences, with revenue soaring to $31.23 billion in 2023 and anticipated growth at a Compound Annual Growth Rate (CAGR) of 10.64% through 2027. However, the industry’s significant sustainability issue is the widespread practice of copyright imitation, with Africa’s accommodated 2.5 billion unauthorised image imitations daily representing 1.48% global imitation index, causing substantial damages, notably affecting Gen Z with estimated losses of €532.5 billion, with Egypt experiencing the highest incidence of cases in Africa. This research delves into how copyright infringement impacts brand recognition, as a construct of purchase behaviour, among Gen Z in the African entertainment industry. By relying on post-positivism paradigm and planned behaviour theory, the research used questionnaire and collected 352 responses (92% sample rate) from tech-savvy Gen Z respondents, derived using Borden sampling model. The PLS-SEM (Partial Least Squares Structural Equation Modelling) model reveals that copyright infringement substantially affects brand recognition, explaining 64.7% of the variance in consumer behaviour. Specifically, imitated corporate names, product ideas, and promotional tactics impact brand recognition by 11.1%, 9%, and 6.2% respectively, which refutes the initial assumption. Research recommendations include implementing stricter management protocols within the industry, fostering deeper community engagement, and differentiating products by using unique, high-quality materials. The study acknowledges potential biases in data collection due to unequal online access among Gen Z music enthusiasts in Africa, by possibly not fully reflecting the broader diversity of Gen Z behaviour across the continent in the world, considering the varying cultural, economic, and social dynamics that influence purchasing behaviours.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 98%