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Attitude towards the purchase of counterfeits: antecedents and effect on intention to purchase
[Attitude envers l'achat de contrefaçons : déterminants et effet sur l'intention d'achat]

Author

Listed:
  • Catherine Viot

    (SAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)

  • André Le Roux

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

  • Florence Kremer

    (IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Counterfeiting is a major issue for companies, public institutions and consumers. Despite extensive literature on the subject in marketing, an instrument for measuring the wide variety of the determinants of attitude and intention to purchase counterfeit products is lacking. A second-order model comprising thirteen determinants, grouped into three latent constructs, is validated. This model includes a dimension related to the societal consequences of counterfeiting and two dimensions representing individual factors (positive and negative motivations). This research pinpoints the most relevant motivations and deterrents of counterfeit purchases. Results show that societal economic factors do not impact attitude and purchase intention of counterfeits, while, on the other hand, individual motivations are crucial. Individual motivations and deterrents are the only antecedents of attitude toward counterfeits, with motivations being the most important determinant. Second-order factors indirectly influence purchase intention of counterfeits, through the mediation of attitude toward the purchase.

Suggested Citation

  • Catherine Viot & André Le Roux & Florence Kremer, 2014. "Attitude towards the purchase of counterfeits: antecedents and effect on intention to purchase [Attitude envers l'achat de contrefaçons : déterminants et effet sur l'intention d'achat]," Post-Print hal-01803846, HAL.
    • Handle: RePEc:hal:journl:hal-01803846
    DOI: 10.1177/0767370113516705
    Note: View the original document on HAL open archive server: https://hal.science/hal-01803846
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    References listed on IDEAS

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    Cited by:

    1. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Exploring consumer behavior regarding counterfeiting: how product category, product attributes, purchase situation and consumers' motivations profiles impact behavior regarding counterfeits and genuin," Post-Print hal-02396977, HAL.
    2. Hawkins, Matthew A., 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. André Le Roux & Marinette Thébault & François Bobrie, 2015. "Typicality impact on brand imitations evaluation and categorization," Post-Print halshs-02530211, HAL.
    4. Pueschel, Julia & Chamaret, Cécile & Parguel, Béatrice, 2017. "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries," Journal of Business Research, Elsevier, vol. 77(C), pages 184-194.
    5. Le Roux, André & Bobrie, François & Thébault, Marinette, 2016. "A typology of brand counterfeiting and imitation based on a semiotic approach," Journal of Business Research, Elsevier, vol. 69(1), pages 349-356.
    6. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Do product category and consumers' motivations profiles matter regarding counterfeiting?," Post-Print hal-02396896, HAL.
    7. André Le Roux & Marinette Thebault & Brigitte Muller & François Bobrie, 2015. "Une comparaison internationale des freins et motivations des consommateurs face à la contrefaçon," Post-Print halshs-02530538, HAL.

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