Cultural differences in deliberate counterfeit purchase behavior

Article


Sharma, P., Chan, R., Davcik, N. and Ueno, A. 2022. Cultural differences in deliberate counterfeit purchase behavior. Marketing intelligence and planning. 40 (1), pp. 121-137. https://doi.org/10.1108/MIP-10-2020-0460
TypeArticle
TitleCultural differences in deliberate counterfeit purchase behavior
AuthorsSharma, P., Chan, R., Davcik, N. and Ueno, A.
Abstract

Purpose
This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.
Design/methodology/approach
A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.
Finding
Consumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.
Research limitations/implications
The authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.
Practical implications
The findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.
Originality/value
The authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

LanguageEnglish
PublisherEmerald
JournalMarketing intelligence and planning
ISSN0263-4503
Publication dates
Online23 Nov 2021
Print17 Jan 2022
Publication process dates
Deposited14 Feb 2022
Accepted03 Nov 2021
Output statusPublished
Accepted author manuscript
Copyright Statement

Copyright © 2021, Emerald Publishing Limited.
This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher’

Digital Object Identifier (DOI)https://doi.org/10.1108/MIP-10-2020-0460
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https://repository.mdx.ac.uk/item/89qqx

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