Cultural differences in deliberate counterfeit purchase behavior

Sharma, Piyush, Chan, Ricky Y. K., Davcik, Nebojsa and Ueno, Akiko ORCID logoORCID: (2022) Cultural differences in deliberate counterfeit purchase behavior. Marketing Intelligence & Planning, 40 (1) . pp. 121-137. ISSN 0263-4503 [Article] (doi:10.1108/MIP-10-2020-0460)

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This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.

A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.

Consumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.

Research limitations/implications
The authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.

Practical implications
The findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.

The authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

Item Type: Article
Research Areas: A. > Business School
Item ID: 34687
Notes on copyright: Copyright © 2021, Emerald Publishing Limited.
This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher’
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Depositing User: Akiko Ueno
Date Deposited: 14 Feb 2022 12:55
Last Modified: 29 Nov 2022 17:36

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