Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes
| DOI | https://doi.org/10.1108/JPBM-06-2018-1926 |
| Date | 16 September 2019 |
| Published date | 16 September 2019 |
| Pages | 733-746 |
| Author | Şahver Omeraki Çekirdekci,Fatma Ozge Baruonu Latif |
| Subject Matter | Marketing |
Users and non-users of counterfeits:
motivations, emotional outcomes and
neutralization processes
Sahver Omeraki Çekirdekci
Department of Business Administration, Faculty of Economics and Administrative Sciences, Dogus Universitesi, Istanbul, Turkey, and
Fatma Ozge Baruonu Latif
Department of Business, Dogus Universitesi, Istanbul, Turkey
Abstract
Purpose –This paper aims to examine how socio-economic status (SES) shapes consumers’purchase behavior of genuine brands and counterfeits.
It also forms a typology based on the decision-making processes of these two groups by exploring neutralization processes and emotional outcomes
related to their behaviors.
Design/methodology/approach –Data are collected through in-depth, semi-structured interviews with 42 users and non-users of counterfeits
from different SES groups.
Findings –This paper develops a consumer typology based on the customer behavior of counterfeit and genuine brand users, as well as emoti onal
outcomes and neutralization strategies used to justify their actions according to their SES group. The se categories are defined as the black
chameleons, the counterfeit owners, the genuine brand owners and the authenticity seekers.
Originality/value –This paper contributes to the counterfeit literature by examining the consumption practices of each SES group of users and non-
users of counterfeits by focusing on motivations, emotional outcomes and neutralization pro cesses. The study shows how consumers’end
consumption practices and their SES group explains the mix findings on the counterfeit literature.
Keywords Counterfeiting, Consumer behaviour, Qualitative research, Counterfeits, Brand choice, Genuine brands,
Original brands, SES Groups
Paper type Research paper
Introduction
Counterfeit trade is still one of the mostsignificant phenomena
shaping the world economy with a yearly worth of nearly half a
trillion dollars, around 2.5 per cent of global imports (OECD,
2016). Further enabled by international trade agreements, the
globalization of value chains and the growth of e-commerce,
counterfeit trade follows the recent trends in consumer and
business markets (OECD, 2016). The Organization for
Economic Co-operation and Development (2016) states that
any intellectually protected product can be subject to
counterfeiting such as luxury goods (e.g. clothing, bags and
shoes), convenience goods (e.g. fruits and oil), raw materials
(e.g. chemicals)and capital items (e.g. machines).
Following the call of international organizations towards the
elimination of counterfeit trade and the intensified volume of
counterfeit consumption, this study examines how socio-
economic status (SES from now on) shapes consumers’
purchase behavior of genuine brands and counterfeits. Prior
studies investigate consumers’conspicuous counterfeit
purchase behaviors from psychographic and demographic
perspectives (Eisend et al.,2017). Although these studies
enhance our knowledge of the antecedents of counterfeit
consumption, there are limited studies that investigate the
phenomenon both from the perspectiveof users and non-users.
Furthermore, differencesin income level, status, education and
lifestyles take little notice in the counterfeit literature. As an
exception, Pueschel et al. (2017) examine affluent consumers’
risk perceptions in luxury counterfeit purchase. By examining
the consumption practicesof each SES group of users and non-
users of counterfeits this study provides a more holistic
approach. As the subject is socially undesirable and self-
relieving, in-depth semi-structured interviews were used to get
a deeper inquiry.
This study has twomain contributions. First, it compares the
motives of buyers and non-buyersof counterfeits and enhances
our understanding on why some people prefer not to buy
counterfeits, whereas others are very keen to buy. Except
identifying the underlying motivations, the study also focuses
on the decision-making processes of these two groups by
exploring cognitive, emotional and behavioral responses.
Especially, consumers’neutralization processes and emotional
outcomes are also investigated. Second, the findings of
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/6 (2019) 733–746
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-06-2018-1926]
Received 30 June 2018
Revised 21 November 2018
26 December 2018
Accepted 15 January 2019
733
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