Attitude towards the purchase of counterfeits: antecedents and effect on intention to purchase

Attitude envers l'achat de contrefaçons: déterminants et effet sur l'intention d'achat

Catherine Viot, André Le Roux () and Florence Kremer
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Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
André Le Roux: IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers
Florence Kremer: IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Counterfeiting is a major issue for companies, public institutions and consumers. Despite extensive literature on the subject in marketing, an instrument for measuring the wide variety of the determinants of attitude and intention to purchase counterfeit products is lacking. A second-order model comprising thirteen determinants, grouped into three latent constructs, is validated. This model includes a dimension related to the societal consequences of counterfeiting and two dimensions representing individual factors (positive and negative motivations). This research pinpoints the most relevant motivations and deterrents of counterfeit purchases. Results show that societal economic factors do not impact attitude and purchase intention of counterfeits, while, on the other hand, individual motivations are crucial. Individual motivations and deterrents are the only antecedents of attitude toward counterfeits, with motivations being the most important determinant. Second-order factors indirectly influence purchase intention of counterfeits, through the mediation of attitude toward the purchase.

Keywords: brand counterfeiting; Attitude toward counterfeiting; Second-order structural equation modeling; Modèles d'équations structurelles de second ordre; Intention d'achat; Attitude envers la contrefaçon; Contrefaçon de marque (search for similar items in EconPapers)
Date: 2014
Note: View the original document on HAL open archive server: https://hal.science/hal-01803846v1
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Citations: View citations in EconPapers (7)

Published in Recherche et Applications en Marketing (French Edition), 2014, 29 (2), pp.3-33. ⟨10.1177/0767370113516705⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01803846

DOI: 10.1177/0767370113516705

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