An Investigation of Consumers’ Perceptions of Counterfeit Branded Products, Original Branded Products and Purchase Intention

Xuemei Bian*, Luiz Moutinho

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

This research investigates consumers’ perceptions of counterfeit branded products (CBP) vs. their counterparts the original branded products (BP), and whether or not there is a relationship between consumers’ perceptions of CBP and behavioural intention. A quantitative survey of over 300 adults in Glasgow, UK was conducted measuring consumers’ perceptions of CBP and BP, CBP non-deceptive ownership, and purchase intention of CBP. Consumers were found to have more favourable perceptions of BP than CBP, with exceptions of financial risk and security concern. There were no significant perception differences of BP between CBP owners and non-owners. In contrast, significant perception differences concerning CBP were identified between these two groups of respondents. Several dimensions of perceptions of CBP (competence brand personality, satisfaction benefit, functional attribute, and psychological risk) appeared to be significantly influential on behavioural intention. Finally, evidence of interactions between perceptions and ownership of CBP did not exist.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer
Pages218
Number of pages1
DOIs
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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