Work

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

Year: 2014

Type: article

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 towards and intention to purchase counterfeit products is missing. A second-order model comprising 13 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’ motivations and deterrents. This research pinpoints the most relevant motivations for and deterrents of counterfeit purchases. Results show that societal economic factors do not impact attitude towards and intention to purchase counterfeits, whereas individual motivations are crucial. Individual motivations and deterrents are the only antecedents of attitude towards counterfeits, with motivations being the most important determinant. Second-order factors indirectly influence intention to purchase counterfeits, through the mediation of attitude towards the purchase.

Source: Recherche et Applications en Marketing (English Edition)

DOI: 10.1177/2051570714533474

Authors: Catherine Viot, André Le Roux, Florence Krémer

Institutions: Université de Bordeaux, Institut de Recherche en Gestion des Organisations, Université de Poitiers, Centre de Recherche et d’Enseignement de Géosciences de l’Environnement, Centre de Recherche en Gestion

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funders: University of Oxford, Agence Nationale de la Recherche

OpenAlex ID: W2333697478

FWCI: 2.133

Cites: 63

Cited by: 33

Related to: 10