IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02943037.html
   My bibliography  Save this paper

The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing

Author

Listed:
  • Matthew Hawkins

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Developing social-links among consumers can increase firm performance but does having a communal-brand connection impact counterfeit consumption? Two studies are implemented to explore this question. Study 1 finds that there is a positive relationship between moral beliefs towards counterfeits and willingness to purchase counterfeits. Study 1 also discovers that a weak to average communal-brand connection moderates this relationship. However, study 2 reveals that need for belonging is a stronger moderator. In particular, consumers with a low to average need for belonging are less willing to purchase counterfeits when they hold unfavorable moral beliefs towards counterfeits but are more willing when they hold favorable moral beliefs. The results suggest that need for belonging levels influences a consumer's willingness to purchase counterfeit products. Managers are encouraged to promote messages to their brand communities that decrease moral beliefs towards counterfeits, such as counterfeit consumers are inauthentic and immoral.

Suggested Citation

  • Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    • Handle: RePEc:hal:journl:hal-02943037
    DOI: 10.1016/j.jretconser.2020.102250
    Note: View the original document on HAL open archive server: https://hal.science/hal-02943037
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02943037/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102250?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. James H. McAlexander & Beth Leavenworth Dufault & Diane M. Martin & John W. Schouten, 2014. "The Marketization of Religion: Field, Capital, and Consumer Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 858-875.
    2. Katherine E. Loveland & Dirk Smeesters & Naomi Mandel, 2010. "Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 393-408, October.
    3. Furnham, Adrian & Valgeirsson, Halldor, 2007. "The effect of life values and materialism on buying counterfeit products," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 36(5), pages 677-685, October.
    4. Tandy Chalmers Thomas & Linda L. Price & Hope Jensen Schau, 2013. "When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 1010-1033.
    5. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 1-16, June.
    6. Franses & Madesta Lede, 2015. "Cultural norms and values and purchases of counterfeits," Applied Economics, Taylor & Francis Journals, vol. 47(54), pages 5902-5916, November.
    7. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    8. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
    9. Matthew Hawkins, 2018. "Researching and marketing to consumption collectives," Post-Print hal-01809954, HAL.
    10. Kates, Steven M, 2002. "The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 383-399, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Song, Zhuzhu & Qin, Zhongfeng & Liu, Tian-Liang, 2024. "Implications of counterfeiting and differentiation on online knowledge services with suitability upgrades," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Jiménez-Barreto, Jano & Correia Loureiro, Sandra Maria & Rubio, Natalia & Romero, Jaime, 2022. "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Razmus, Wiktor & Grabner-Kräuter, Sonja & Adamczyk, Grzegorz, 2024. "Counterfeit brands and Machiavellianism: Consequences of counterfeit use for social perception," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    3. Hsieh, Meng-Hua & Li, Xingbo (Bo) & Jain, Shailendra Pratap & Swaminathan, Vanitha, 2021. "Self-construal drives preference for partner and servant brands," Journal of Business Research, Elsevier, vol. 129(C), pages 183-192.
    4. Matthew Hawkins, 2018. "Researching and marketing to consumption collectives," Post-Print hal-01809954, HAL.
    5. Zhou, Ling & Wang, Tao & Zhang, Qin & Mou, Yupeng, 2013. "Consumer insecurity and preference for nostalgic products: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2406-2411.
    6. Sandikci, Ozlem & Jafari, Aliakbar & Fischer, Eileen, 2024. "Claiming market ownership: Territorial activism in stigmatized markets," Journal of Business Research, Elsevier, vol. 175(C).
    7. Fujita, Momoko & Harrigan, Paul & Soutar, Geoffrey N. & Kumar Roy, Sanjit & Roy, Rajat, 2020. "Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions," Journal of Business Research, Elsevier, vol. 121(C), pages 642-654.
    8. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    9. Monica Scarano & Oliviane Brodin, 2020. "Understanding the modification of a customer network based on the circulation of products and brands between members of a personal network [Comprendre la modification d'un réseau de consommateurs à," Post-Print hal-03349533, HAL.
    10. Joel Hietanen & Antti Sihvonen, 2021. "Catering to Otherness: Levinasian Consumer Ethics at Restaurant Day," Journal of Business Ethics, Springer, vol. 168(2), pages 261-276, January.
    11. Matthew A. Hawkins, 2017. "Brand network communities: Leveraging brand relationships within the supply-chain," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 516-521, November.
    12. Delphine Godefroit-Winkel & Lisa Peñaloza, 2024. "The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women," Journal of Business Ethics, Springer, vol. 189(3), pages 479-506, January.
    13. Boeuf, Benjamin, 2019. "The impact of mortality anxiety on attitude toward product innovation," Journal of Business Research, Elsevier, vol. 104(C), pages 44-60.
    14. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    15. Fleura Bardhi & Giana M. Eckhardt, 2017. "Liquid Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 582-597.
    16. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    17. Annette Popp Tower & Charles H. Noble, 2017. "Exploring and extending a collective open business model," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 170-182, December.
    18. Marine Boyaval & Arnaud Delannoy & Olivier Nicolas & Alexandre Tiercelin & Marion Garnier, 2022. "Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols [Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels]," Post-Print hal-04213976, HAL.
    19. Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    20. Anis Jounaid & Abdelmajid Amine, 2018. "L'ambivalence De La Consommation Contre-Culturelle : Le Role Du Style Heavy Metal Dans La Dialectique Contre-Culture/Culture Dominante," Post-Print hal-02022689, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02943037. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.