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

Abstract

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.

Is buying counterfeit sinful? Investigation of consumers’ attitudes and purchase intentions of counterfeit products in a Muslim country

“…In accordance with Yoo and Lee (), Lianto (), and Kaufmann et al (), our results confirm the positive effects of perceived economic benefits and perceived hedonic benefits on intentions of purchasing counterfeits. The studies of Yoo and Lee (), Lianto (), and Kaufmann et al () were conducted in South Korea, Indonesia, and Brazil, respectively. This study extends the results to Tunisia.…”

“…The effect of attitude toward counterfeits by considering hedonic benefits on purchase intention of counterfeit products confirms the findings of Yoo and Lee (), Kaufmann et al (), and Lianto (). Future research could extend this conceptual model by considering the emotional reactions that are related to the purchase of counterfeit products.…”

“…Ergin () finds that low price, brand popularity, perceived prestige, and the degree of product availability are the major determinants of Turkish consumers’ purchase intentions of counterfeit products. In the same vein, Kaufmann et al’s () study among female Brazilian shoppers finds that attitude toward hedonic benefits of counterfeits influences both the purchase intention of counterfeit products and the purchase intention of originals. In another study among Indonesian consumers, Lianto () finds positive effects of attitude toward buying counterfeits, by considering economic benefits, and attitude toward buying counterfeits, by considering hedonic benefits, on intentions of purchasing counterfeits.…”

A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions

“…Kaufmann, Petrovici, Filho, and Ayres () explained their model based on TRA and attachment theory, therefore they suggested that the stronger the purchasing intentions in buying counterfeits, the lower the purchasing intentions to buy original luxury fashion brands. There is a positive impact of economic benefits on the purchasing intention of counterfeits whereas brand attachment has negative.…”

Social Media Networks Use in Communication Analyses of Arabic Countries

“…The effectiveness of this communication depends on the well understanding of consumer needs and behavior by identifying their needs and provides them with the correct service at the accurate time in the precise place [38]. It is very important to make sure that the appropriate media is used [39]. Multiple channels of communication networks in Arab regions pose a big challenge to Arabic Marketers to reach their target consumers especially that traditional marketing media is losing its importance by challenging with the novel social media.…”