TY - CHAP
T1 - An Investigation of Consumers’ Perceptions of Counterfeit Branded Products, Original Branded Products and Purchase Intention
AU - Bian, Xuemei
AU - Moutinho, Luiz
N1 - Publisher Copyright:
© 2015, Academy of Marketing Science.
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
KW - Behavioural Intention
KW - Financial Risk
KW - Functional Attribute
KW - Purchase Intention
KW - Security Concern
UR - http://www.scopus.com/inward/record.url?scp=85125233776&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-18687-0_85
DO - 10.1007/978-3-319-18687-0_85
M3 - Chapter
AN - SCOPUS:85125233776
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 218
BT - Developments in Marketing Science
PB - Springer
ER -