Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence
Abstract
The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers (patrician, parvenus and poseur) in the context of luxury brand fashion. Data were obtained from a sample consisting of 400 consumers considered eligible. There were three findings; first, for the poseur class, consumer motives for purchasing products had an effect on counterfeit products and conspicuous brand prominence, as well as purchasing behavior. Second, for the parvenus class, consumer motives for purchasing products had no significant effect on counterfeit products, but it had a significant effect on brand prominence and purchasing behavior. Third, for the patrician class, consumer motives for purchasing products had no significant effect on counterfeit products and conspicuous brand prominence, and counterfeit products and brand prominence had no significant effect on purchasing behavior.
Keyword : consumer motives, brand prominence, counterfeit products, purchasing behavior
How to Cite
Purwanto, P., Margiati, L., Kuswandi, K., & Prasetyo, B. (2019). Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence. Business: Theory and Practice, 20, 208-215. https://doi.org/10.3846/btp.2019.20
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Phau I, Prendergast G (2000) Consuming luxury brands: The relevance of the rarity principle. The Journal of Brand Management 8(2): 122–138. https://doi.org/10.1057/palgrave.bm.2540013
Piff PK (2014) Wealth and the anflated aelf class, entitlement, and narcissism. Personality and Social Psychology Bulletin 40(1): 34–43. https://doi.org/10.1177/0146167213501699,/a>
Ridgeway CL, Walker HA (1995) Status structures in sociological perspectives on social psychology. Upper Saddle River NJ: Pearson Education, 281-310.
Riquelme HE, Sayed-Abbas EM (2012) Intention to purchase fakeproducts in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues 5(1): 6–22. https://doi.org/10.1108/17537981211225835
Sharma P, Chan RY (2011) Counterfeit proneness: conceptualization and scale development. Journal Marketing Management 27(5–6): 602–626. https://doi.org/10.1080/0267257X.2010.489829
Schiffman LG, Kanuk LL (2011) Consumer Behavior (10th Ed). New Jersey: Prentice Hall.
Stöttinger B, Penz E (2015) Concurrent ownership of brands and counterfeits: conceptualization and temporal transformation from a consumer perspective. Psychology Marketing (32): 373-391. https://doi.org/10.1002/mar.20786
Tang F, Tian V I, Zaichkowshy J (2014) Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics 26(1): 4–20. https://doi.org/10.1108/APJML-11-2012-0121
Thaichon P, Quach S (2016) Dark motives counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services (33): 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003
Truong Y, McColl R (2011) Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services (18): 555-561. https://doi.org/10.1016/j.jretconser.2011.08.004
Veblen T (1899) The theory of the leisure class. New York: Penguin.
Wang Y, Griskevicius V (2013) Conspicuous consumption, relationships and rivals: Women’s luxury products as signals to other women. Journal of Consumer Research 40(5): 834–854. https://doi.org/10.1086/673256
Wilcox K, Hyeong MK, Sen S (2008) Why do consumers buy counterfeit luxury brands. Forthcoming in the Journal of Marketing Research 46(4): 247–259.
White K, Dahl DW (2006) To Be or Not Be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology 16(4): 404–413. https://doi.org/10.1207/s15327663jcp1604_11
Workman JE, Lee SH (2011) Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies 35(1): 50–57. https://doi.org/10.1111/j.1470-6431.2010.00935.x
Alba JWJ, Hutchinson W (1987) Dimensions of consumer expertise. Journal of Consumer Research (13): 411-454. https://doi.org/10.1086/209080
Anderson J, Gerbing D (1988) Structural equation modeling in practice: a review and recommended two step approach. Psychology Bulletin 103 (May): 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Bagheri M (2014) Luxury consumer behavior in Malaysia: Loud brands vs. Quiet brands. Procedia – Social and Behavioral Sciences (130): 316-324. https://doi.org/10.1016/j.sbspro.2014.04.037
Bian X, Moutinho L (2011a) The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. European Journal of Marketing, 45 (1/2): 191-216. https://doi.org/10.1108/03090561111095658
Bian X, Haque S, Smith A (2015) Social power, product conspicuousness, and the demand forluxury brand counterfeitproducts. Journal Social Psychology (54): 37-54. https://doi.org/10.1111/bjso.12073
Cannon C, Rucker DD (2018) The dark side of luxury: Social costs of luxury consumption. Personality and Social Psychology Bulletin, 1-13. https://doi.org/10.1177/0146167218796790
Chen J, Teng L, Liu S, Zhu H (2015) Anticipating regret and consumers’ preferences for counterfeit luxury products. Journal of Business Research (68): 507-515. https://doi.org/10.1016/j.jbusres.2014.09.012
Chiu W, Leng HK (2016) Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal Marketing Logistic 28(1): 23–36. https://doi.org/10.1108/APJML-02-2015-0031
D’Amato I, Thanos P (2013) Legitimate vs illegitimate: The luxury supply chain and its doppelganger. International Journal of Retail & Distribution Management 41 (11/12): 986-1007. https://doi.org/10.1108/IJRDM-01-2013-0015
DeMatos CA, Cristian TI, Calos Alberto VR (2007) Consumer attitudes toward counterfeits: A review and extension. Journal of Consumer Marketing 24(1): 36–47. https://doi.org/10.1108/07363760710720975
Dubois B, Duquesne P (1992) The market for luxury goods: Income versus culture. European Journal of Marketing 27(1): 35–44. https://doi.org/10.1108/03090569310024530
Eastman JK, Ronald EG, Flynn RL (1999) Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice 7 (Summer): 41-52. https://doi.org/10.1080/10696679.1999.11501839
Erdem T, Swait J (1998) Brand equity as a signaling phenomenon. Journal of Consumer Psychology 7(2): 131–57. https://doi.org/10.1207/s15327663jcp0702_02
Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1): 39–50. https://doi.org/10.2307/3151312
Gumbel P (2007) Luxury goes mass market, fortune magazine, the business of luxury http://money.cnn.com/2017/30/magazines/fortune/massvsclass.fortune/index.htm
Han YJ, Nunes JC, Drèze X (2010) Signaling status with luxury goods: The role of brand prominence. Journal of Marketing 15(74): 15–30. https://doi.org/10.1509/jmkg.74.4.15
Hoppe A, Vieira LM, Barcellos MD (2013) Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour. Revista de Economia e Sociologia Rural 51(1): 69–90. https://doi.org/10.1590/S0103-20032013000100004
IACS (2015) Counterfeiting is a growing industry in Indonesia https://www.amcham.or.id/en/news/detail/countering-counterfeiting-in-indonesia
Jiang L, Cova V (2012) Love for luxury, preference for counterfeits a qualitative study in counterfeit luxury consumption in china. International Journal of Marketing Studies 4(6): 1–9. https://doi.org/10.5539/ijms.v4n6p1
Lieber C (2014) Why the $600 billion counterfeit industry is still horrible for fashion https://www.racked.com/2014/12/ 1/7566859/counterfeitfashiongoodsproductsmuseumexhibit
McFerran AB, Karl Aquino B, Tracy JL (2014) Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology 24(4): 455–471. https://doi.org/10.1016/j.jcps.2014.03.004
Nelissen MA, Meijers HC (2012) Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior 32(5): 343–355. https://doi.org/10.1016/j.evolhumbehav.2010.12.002
Nwankwo S, Hamelin N, Khaled M (2014) Consumer values, motivation and purchase intention for luxury goods. Journal Retailer Consumer Service 21(5): 735–744. https://doi.org/10.1016/j.jretconser.2014.05.003
Perez ME, Castan’o R, Quintanilla C (2010) Constructing identity through theconsumption of counterfeit luxury goods. Qualitative Market Research: An International Journal 13(3): 219–235. https://doi.org/10.1108/13522751011053608
Phau I, Prendergast G (2000) Consuming luxury brands: The relevance of the rarity principle. The Journal of Brand Management 8(2): 122–138. https://doi.org/10.1057/palgrave.bm.2540013
Piff PK (2014) Wealth and the anflated aelf class, entitlement, and narcissism. Personality and Social Psychology Bulletin 40(1): 34–43. https://doi.org/10.1177/0146167213501699,/a>
Ridgeway CL, Walker HA (1995) Status structures in sociological perspectives on social psychology. Upper Saddle River NJ: Pearson Education, 281-310.
Riquelme HE, Sayed-Abbas EM (2012) Intention to purchase fakeproducts in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues 5(1): 6–22. https://doi.org/10.1108/17537981211225835
Sharma P, Chan RY (2011) Counterfeit proneness: conceptualization and scale development. Journal Marketing Management 27(5–6): 602–626. https://doi.org/10.1080/0267257X.2010.489829
Schiffman LG, Kanuk LL (2011) Consumer Behavior (10th Ed). New Jersey: Prentice Hall.
Stöttinger B, Penz E (2015) Concurrent ownership of brands and counterfeits: conceptualization and temporal transformation from a consumer perspective. Psychology Marketing (32): 373-391. https://doi.org/10.1002/mar.20786
Tang F, Tian V I, Zaichkowshy J (2014) Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics 26(1): 4–20. https://doi.org/10.1108/APJML-11-2012-0121
Thaichon P, Quach S (2016) Dark motives counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services (33): 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003
Truong Y, McColl R (2011) Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services (18): 555-561. https://doi.org/10.1016/j.jretconser.2011.08.004
Veblen T (1899) The theory of the leisure class. New York: Penguin.
Wang Y, Griskevicius V (2013) Conspicuous consumption, relationships and rivals: Women’s luxury products as signals to other women. Journal of Consumer Research 40(5): 834–854. https://doi.org/10.1086/673256
Wilcox K, Hyeong MK, Sen S (2008) Why do consumers buy counterfeit luxury brands. Forthcoming in the Journal of Marketing Research 46(4): 247–259.
White K, Dahl DW (2006) To Be or Not Be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology 16(4): 404–413. https://doi.org/10.1207/s15327663jcp1604_11
Workman JE, Lee SH (2011) Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies 35(1): 50–57. https://doi.org/10.1111/j.1470-6431.2010.00935.x