دانلود رایگان مقاله شناسایی مدیران وابسته به نام تجاری تحریک تمایل خرید مشتری کالا

abstract

Few studies have examined the relationships between brands and consumers in the context of counterfeiting. In this context, this research aims to explore how the attachment of a consumer with a luxury brand can affect her/his decision to buy counterfeits, and how this relates to her/his public self-consciousness. Two survey based studies were conducted among potential counterfeit buyers in Brazil. A sample of middle-class female fashion shoppers from Brazil was used to test the hypotheses in study 1 (n = 532) and study 2 (n = 276). Innovatively, this research provides convincing implications for the need to differentiate counterfeiting theory between emerging and developed economies. Evidence of the positive impact of actual self-congruence and ideal self-congruence on brand attachment to luxury brands in emerging economies is provided. The role of brand attachment is in contrast to findings reported in other emerging economies. Interestingly, the results demonstrate that the purchase of counterfeits is a more hedonic process compared to the purchase of originals (study 1). The effect of brand attachment on the willingness to buy counterfeits may vary according to how attachment is measured (study 2). Yet, brand attachment has a consistent positive effect on intentions to purchase originals. Producing increments in the emotional brand attachment level can reduce the behavioural intentions of purchasing counterfeits. Hence, the findings suggest that the creation of emotional links with brands can be an appropriate strategy to reduce counterfeiting.

4. Discussion and implications Considering how important the counterfeiting is for firms and economies, the study contributes to the creation and development of new knowledge in order to understand and mitigate these critical societal and economic phenomena. The literature review suggests that self-esteem would have a different moderation impact in emerging and developed countries. As Brazilians have higher scores for unhappiness, they are more likely to rely on ideal self to achieve their goals and wishes, a view which seems to be confirmed by the findings. The study entails convincing evidence that Brazil requires a localised approach in communicating about counterfeits as the role of personal factors is different in Brazil compared to those in developed economies. The proposed theoretical framework (study 1) explains a large variation in the purchasing intention of originals (30%) and particularly counterfeits (59%). Findings on this structural model show that, the stronger the purchasing intentions in buying counterfeits, the lower the purchasing intentions to buy original luxury fashion brands. Regarding the benefits, the results revealed a relevant impact of economic benefits on the purchasing intention of counterfeits. These results are similar to previous work conducted by Gistri et al. (2009) and Yoo and Lee (2009). The economic issues are very relevant to counterfeit buyers, unlike the consumers of authentic brands.