Cultural Differences in Deliberate Counterfeit Purchase Behavior

P. Sharma, R.Y.K. Chan, N. Davcik () and A. Ueno
Additional contact information
N. Davcik: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

Post-Print from HAL

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. \textcopyright 2021, Emerald Publishing Limited.

Keywords: Attitudes; Counterfeit proneness; Counterfeiting; Ethical judgment; Personal cultural orientations; Subjective norms (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Marketing Intelligence and Planning, 2022, 40 (1), pp.121-137. ⟨10.1108/MIP-10-2020-0460⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04445049

DOI: 10.1108/MIP-10-2020-0460

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().