Identifying the Mental Patterns of Counterfeit Luxury Brands Buyers: A Discourse Analysis based on Q methodology

Document Type : Research Paper

Authors

1 Professor of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.

2 PhD student of Business Management, Faculty of Management and Economics, University of Tarbiat Modares. Tehran, Iran

Abstract

 
Today, for many reasons, the purchase of counterfeit luxury brands has become widespread and has a huge market. This will undermine the reputation of reputable brands. Knowing the reasons for buying counterfeit luxury brands can be a great help for these companies. Therefore, the present research has been conducted through Q - methodology to identify the counterfeit brand buyer's mentality. In this regard, after studying the theoretical foundations on the purchase of counterfeit luxury brands and conducting interviews with 10 fake brand buyers who were selected judgmentally, the discourse space was formed in the form of 43 phrases. In the quantitative part of the research, 54 individuals were selected for sorting out sample expressions that were selected in an improbable and available format. The statistical population of the study is students of Tarbiat Modares University. The reliability of Q categories was measured through a test-retest reliability, which correlated the responses between the initial test and the retest 0.889. Data were analyzed through SPSS-22 software. By performing Key factor analysis, seven mentalities were identified: 1) value-seekers, 2) influencers, 3) influence-takers, 4) low-expectants, 5) price-takers, 6) learners and 7) self-asserters. Also, At the end, identified mentalities were interpreted.

Keywords

References

 
Alfadl, A. A., Ibrahim, M. I. M., & Hassali, M. A. (2012). Consumer behaviour towards counterfeit drugs in a developing country. Journal of Pharmaceutical Health Services Research, 3(3), 165–172
Bian, X., Haque, S., & Smith, A. (2014). Social power, product conspicuousness, and the demand for luxury brand counterfeit products. British Journal of Social Psychology. 54(1), 37-54.
Bucklin, L.P. (1993). Modelling the international gray market for public policy decisions. International Journal of Research in Marketing, 10(4), 378–405.
Castaño, R. and Perez, M. E. (2014). A Matter of Love: Consumers´ Relationships with Original Brands and Their Counterfeits. Journal of Consumer Marketing. 31(6/7), 475–482.
Chaudhry, P. E. & Zimmerman, A. (2012). Protecting your intellectual property rights: Understanding the role of management, governments, consumers and pirates, Springer.
Chaudhry, P. E., Cesareo, L., & Stumpf, S. A. (2016). Antecedents and anti-counterfeiting tactics that influence consumer complicity. In M. W. Obal, N. Krey, & C. Bushardt (Eds.), Let’s get engaged! Crossing the threshold of marketing’s engagement era (pp. 265–265). Springer. DOI:10.1007/978-3-319-11815-4_84.
Chen, J., Teng, L., Liu, S., & Zhu, H. (2015). Anticipating regret and consumers’ preferences for counterfeit luxury products. Journal of Business Research, 68(3): 507-515.
Cheung, W. L. & Prendergast, G. (2006). Buyers’ perceptions of pirated products in China. Marketing Intelligence & Planning, 24(5), 446–462
Chiu, W. & Leng, H. K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23-36.
Danaeefard, H., Hosseini, S. Y., & Sheikhha, R. (2013). Q Methodology: Theoretical Foundations and Framework for Research. Tehran: Saffar. (In Persian).
De Matos, C. A., Ituassu, C. T., & Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: A review and extension. Journal of Consumer Marketing, 24(1), 36–47.
Ebrahimi, A., Jafarzadeh, M., & Bozorgi, S. (2012). Analyzing factors Affecting Consumers’ Attitude & Intention to Purchase Counterfeit products of luxury Brands In clothing Industry. New Marketing Research, 2(3), 1-23.(In Persian)
Grossman, G.M. & Shapiro, C. (1988). Foreign counterfeiting of status goods. Journal of Economics, 103(1), 79–100.
Herstein, R., Drori, N., Berger, R., & Barnes, B. R. (2015). Anticounterfeiting Strategies and Their Influence on Attitudes of Different Counterfeit Consumer Types. Psychology & Marketing, 32(8), 842–859.
Hidayat, A. & Ajeng Diwasasri, A. H. (2013). Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers. International Journal of Marketing Studies, 5(4), 143-151.
Jiang, L. & Shan, J. (2016). Genuine brands or high quality counterfeits: An investigation of luxury consumption in China. Canadian Journal of Administrative Sciences. doi: 10.1002/cjas.1416.
Kaufmann, H. R., Petrovici, D. A., Filho, C. G., & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747.
Khoshgouyanfarad, Al. (2007). Qi methodology. Tehran: Islamic Republic of Iran Broadcasting Research Center. (In Persian).
Kim, H. & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behaviour. Clothing & Textile Research Journal, 28(2), 79-94.
Lai, K.K.Y. & Zaichkowsky, J.L. (1999). Brand imitation: Do the Chinese have different views. Asia Pacific Journal of Management, 16, 179–192.
Li, F. & Yi, Z. (2017). Counterfeiting and piracy in supply chain management: theoretical studies. Journal of Business & Industrial Marketing, 32(1), 98-108.
McDonald, M. & Roberts, C. (1994). Product piracy: The problem that will not go away. Journal of Product and Brand Management, 3(4), 55–65.
Martinez, L. F. & Jaeger, D. S. (2016). Ethical decision making in counterfeit purchase situations: the influence of moral awareness and moral emotions on moral judgment and purchase intentions. Journal of Consumer Marketing, 33(3), 213-223.
Michaelidou, N. & Christodoulides, G. (2011). Antecedents of attitude and intention towards counterfeit symbolic and experiential products. Journal of Marketing Management, 27(9/10), 9-10.
Nazari, M., Abedi. A., & Khorasani Toroghi, H. (2014). Determinants of Consumers’ Purchase Intention of Counterfeit Luxury Brands in Tehran. Brand Management, 1(2), 61-84. (In Persian)
Norashikin, N. (2009). A study on consumers' attitude towards counterfeit products in Malaysia (Unpublished master's thesis). Kuala Lumpur, Malaysia: Graduate School of Business Faculty of Business and Accountancy University of Malaya.
Phau, I., Sequeira, M., & Dix, S. (2009). Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing. An International Journal, 3(4), 262-281.
Prendergast, G., Chuen, L.H., & Phau, I. (2002). Understanding consumer demand for nondeceptive pirated brands. Marketing Intelligence and Planning, 20(7), 405–416.
Priporas, C., Kamenidou, I., Kapoulas, A., & Papadopoulou, F. M. (2015). Counterfeit purchase typologies during an economic crisis. European Business Review, 27(1), 2–16.
Sharma, P. & Chan, R. Y. K. (2016). Demystifying deliberate counterfeit purchase behavior. Marketing Intelligence & Planning, 34(3), 318–335.
Sharma, P. & Chan, R. Y. K. (2017). Exploring the Role of Attitudinal Functions in Counterfeit Purchase Behavior via an Extended Conceptual Framework. Psychology & Marketing, 34(3), 294–308.
Stöttinger, B. & Penz, E. (2015). Concurrent ownership of brands and counterfeits: conceptualization and temporal transformation from a consumer perspective. Psychology & Marketing, 32(4), 373-391.
Ting, M., Goh, Y., & Isa, S. M. (2016). Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia. Asia Pacific Management Review, 21(4), 219-230.
Wee, C. H., Soo-Jiuan, T., & Kim-Hon. C. (1995). Non-price determinants of intention to purchase counterfeit goods. An exploratory study. International Marketing Review, 12(6), 19-46.
Zhan, L., Sharma, P., & Chan, R.Y.K. (2015). Using spotlight effect to curb counterfeit consumption – an experimental investigation. Marketing Intelligence & Planning, 33(4), 556-574.

Files

Share

How to cite

Statistics