Counterfeits can benefit original products when people are caught using counterfeits

Liangyan Wang, Qin Wang, Eugene Y. Chan, L. Robin Keller
{"title":"Counterfeits can benefit original products when people are caught using counterfeits","authors":"Liangyan Wang, Qin Wang, Eugene Y. Chan, L. Robin Keller","doi":"10.1002/mar.21963","DOIUrl":null,"url":null,"abstract":"Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post-purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self-construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self-construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self-construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2024-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Psychology and Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1002/mar.21963","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post-purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self-construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self-construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self-construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.
当人们使用假冒产品时被发现,假冒产品会使正版产品受益
现有文献研究了假冒品牌在购买前或购买中阶段对原品牌的影响。我们的研究旨在通过分析仿冒品消费的购买后阶段来扩展文献。在四项研究中,我们考察了当消费者被发现使用假冒产品时,产品信息吸引力(象征性与功利性)和自我结构(相互依存与独立)对消费者对原装产品的偏好变化和购买意向的影响。在被发现使用象征性而非功利性假冒产品后,具有相互依存(与独立)自我建构的个体更有可能增加对正版产品的偏好和购买意向。此外,面子修复在产品信息吸引力和自我建构对消费者购买正版产品的购买意向的交互作用中起中介作用。这些模式在假设情景和假冒产品消费体验中都是一致的。我们的研究表明,产品经常被抄袭或模仿的企业或品牌应更加重视通过产品设计和营销组合策略,建立自己的独特性和产品传递给消费者的主要价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信