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Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Kaufmann, Hans Ruediger, Petrovici, Dan Alex, Filho, Cid, Ayres, Adriano (2016) Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69 (12). pp. 5735-5747. ISSN 0148-2963. (doi:10.1016/j.jbusres.2016.05.003)

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Abstract

Few studies have examined the relationships between brands and consumers in the context of counterfeiting. In this context, this research aims to explore how the attachment of a consumer with a luxury brand can affect her/his decision to buy counterfeits, and how this relates to her/his public self-consciousness. Two survey based studies were conducted among potential counterfeit buyers in Brazil. Innovatively, this research provides convincing implications for the need to differentiate counterfeiting theory between emerging and developed economies. Evidence of the positive impact of actual self-congruence and ideal self-congruence on brand attachment to luxury brands in emerging economies is provided. Interestingly, the results demonstrate that the purchase of counterfeits is a more hedonic process compared to the purchase of originals (study 1). Moreover, the effect of brand attachment on the willingness to buy counterfeits may vary according to how attachment is measured (study 2). Producing increments in the emotional brand attachment level can reduce the behavioral intentions of purchasing counterfeits. Hence, the findings suggest that the creation of emotional links with brands can be an appropriate strategy to reduce counterfeiting.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2016.05.003
Uncontrolled keywords: Emotional Brand Attachment, Counterfeiting, Luxury Products
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
H Social Sciences > HM Sociology
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Dan Petrovici
Date Deposited: 02 Sep 2016 08:54 UTC
Last Modified: 06 Feb 2020 04:14 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/57056 (The current URI for this page, for reference purposes)
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
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