 Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brandFrançois Marticotte and Manon Arcand Journal of Business Research, 2017, vol. 77, issue C, 175-183 Abstract: Luxury brand counterfeiting is illegal and its harmful effects on genuine brands and on the wider society are well known. Nonetheless, it has not prevented consumers to buy copies. This study introduces a new variable, Schadenfreude – the pleasure felt in response to another's misfortune – and examines how this emotion relates to the intention to purchase a counterfeit, the attitude toward the original brand, and the attitude toward the counterfeit. An online questionnaire was completed by 420 respondents who were presented a scenario involving the Louis Vuitton brand and a counterfeit. Using structural equation modeling, four hypotheses were supported. Major findings show that Schadenfreude is positively correlated with the intention to buy and the attitude toward counterfeiting and negatively correlated with the attitude toward the original brand. Luxury goods firms should be aware of the potential negative effects of Schadenfreude. Keywords: Schadenfreude; Emotion; Counterfeiting; Luxury; Brand; Attitude (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:77:y:2017:i:c:p:175-183 DOI: 10.1016/j.jbusres.2016.12.010 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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