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عنوان فارسی مقاله:
شناسایی مدیران وابسته به نام تجاری برای تحریک تمایل خرید مشتری به کالاهای اصلی و تقلبی مارک های لوکس
عنوان انگلیسی مقاله:
Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual underpinning and hypotheses development
The first stream of research on counterfeits focused on supply factors (Bamossy & Scammon, 1985). In subsequent research the focus shifted to demand factors (Nia & Zaichowsky, 2000; Wilcox, Kim, & Sen, 2009). While past studies emphasized price and quality in understanding purchasing behaviour of counterfeits (Cordell, Wongtada, & Kieschnick, 1996), calls are made to move beyond these purely economic antecedents (Poddar, Foreman, Banerjee, & Ellen, 2012). Eisend and Schuchert-Guler (2006) carried out a first meta-analysis regarding the reasons for why consumers buy and use counterfeits. They identify four categories of factors that influence purchasing behaviour of counterfeits: personal, product-related, social and cultural context, and purchase situation and mood. Personal factors are reported extensively in the literature (Chakraborty, Allred, & Bristol, 1996; Misbah & Rahman, 2015; Penz & Stöttinger, 2005) and include demographic and psychographic variables such as consumers' income, education, occupation, attitudes and personality traits. Product-related factors are associated with price, product attributes, brand image and scarcity (Jenner & Artun, 2005; Poddar et al., 2012; Wilcox et al., 2009). The social and cultural context category includes factors such as cultural norms (Franses & Lede, 2015) or the extent to which the brand fulfills social goals, as well as the influence of family and friends (Prendergast, Chuen, & Phau, 2002; Wilcox et al., 2009). Purchase situation and mood-related factors (Harvey & Walls, 2003) can moderate the influence of attitudes on intentions (Eisend & Schuchert-Guler, 2006) and provide perceived symbolism associated with a purchase (Gentry, Putrevu, & Schultz, 2006). The paper is grounded into the Theory of Reasoned Action (TRA) (Fishbein & Ajzen, 1975) and the attachment theory (Bowlby, 1979). According to TRA, attitudes towards performing a behaviour are good predictors of the intention of that specific behaviour. In this study attitudes towards buying counterfeits were found to be driven by hedonic and economic benefits. Hedonic benefits are more subjective and related to issues such as pleasure, personal benefits, self-expression and entertainment (Ahtola, 1985; Babin, Darden, & Griffin, 1994). These attitudes to the hedonic benefits of counterfeits represent a key driver of purchase intentions (Yoo & Lee, 2009). Relative to hedonic benefits, utilitarian benefits are thought to have a greater influence on loyalty towards the originals (Chiu, Hsieh, Chang, & Lee, 2009). Yoo and Lee (2009) hold that consumers, who have more hedonic benefits than utilitarian benefits, will easily accept counterfeiting items. Therefore, these two types of benefits are regarded to be antecedents of intentions to purchase counterfeits.
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کلمات کلیدی:
Do counterfeits devalue the ownership of luxury brands?: Journal of ... www.emeraldinsight.com/doi/full/10.1108/10610420010351402?mobileUi=0 Also, some say that consumers who buy counterfeits or copies cannot afford the ... Do counterfeit luxury goods lead to reduced demand for original luxury goods ... Although the product category has an obvious impact on purchase intentions, ... Do counterfeits devalue the ownership of luxury brands?: Journal of ... www.emeraldinsight.com/doi/pdf/10.1108/10610420010351402 by A Nia - 2000 - Cited by 615 - Related articles Almost 30 percent of respondents owned no counterfeits and only original goods. ... of original luxury products was more prestigious compared to counterfeit luxury goods. ... negatively affects their purchase intentions of original luxury brands. [PDF]Consumer Intention to Buy Original Brands versus Counterfeits www.ccsenet.org/journal/index.php/ijms/article/download/25300/15758 by E Triandewi - 2013 - Cited by 16 - Related articles Feb 28, 2013 - Consumer Intention to Buy Original Brands versus Counterfeits ... Keywords: counterfeit luxury brands, original luxury brands, fashion products. Consumer Intention to Buy Original Brands versus Counterfeits https://www.researchgate.net/.../272805182_Consumer_Intention_to_Buy_Original_Bra... Consumer Intention to Buy Original Brands versus Counterfeits. Article · February 2013 with ... Counterfeit luxury fashion brands: Consumer purchase behaviour. Consumer intentions of purchasing authentic luxury brands versus ... repository.up.ac.za/bitstream/handle/2263/.../Shunmugam_Consumer_2016.pdf?...1... brands versus counterfeit products in South Africa. The total sample in ... influence consumer purchase intentions for either authentic luxury brands or ...... and original luxury branded product due to the quality, price and distribution channel,. Why Do Consumers Buy Counterfeit Luxury Brands? | Journal of ... journals.ama.org/doi/abs/10.1509/jmkr.46.2.247?journalCode=jmkr by K Wilcox - 2009 - Cited by 515 - Related articles (2016) Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business ... Searches related to intention of original vs counterfeits of luxury brands why do consumers buy counterfeit luxury brands? the impact of counterfeit brands on consumers acceptance of original brands the effect of counterfeit products on luxury brands impact of counterfeit goods on brands impact of counterfeiting on businesses how do counterfeit products affect businesses and consumers impact of counterfeit goods on an organisation questionnaire on counterfeit products
