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Counterfeit Patronage: Human Values, Counterfeit Experience and Construal Level

Bian, Xuemei, Tantiprapart, Yanisa, Chryssochoidis, George, Wang, Kai-Yu (2022) Counterfeit Patronage: Human Values, Counterfeit Experience and Construal Level. Marketing Letters, 33 (4). pp. 645-658. ISSN 1573-059X. (doi:10.1007/s11002-021-09600-9) (KAR id:91561)


Counterfeit-related studies have revealed motivational drives for counterfeit consumption. Little is known concerning the implications of consumers’ enduring and normative beliefs about proper standards of conduct as the determinants of counterfeit patronage. Drawing on the Schwartz theory of human values, experience literature and construal level theory, this research investigates counterfeits patronage by addressing three crucially important questions: 1) what personal values determine counterfeit patronage; 2) how do these relationships vary as a function of counterfeit experience; and 3) how do values have power in eliminating counterfeit consumption? Two studies provide robust evidence that self-transcendence values mitigate counterfeit patronage when consumers’ counterfeit experience is low. We also demonstrate that consumers who endorse self-transcendence values more exhibit higher levels of construal, which results in reduced counterfeit patronage.

Item Type: Article
DOI/Identification number: 10.1007/s11002-021-09600-9
Uncontrolled keywords: Article, Counterfeits, Human values theory, Counterfeit patronage, Counterfeit experience, Construal level
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Funders: University of Kent (
Depositing User: George Chryssochoidis
Date Deposited: 13 Nov 2021 10:44 UTC
Last Modified: 30 Nov 2022 10:02 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Chryssochoidis, George.

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