Does counterfeit product quality lead to involvement and purchase intentions? The moderating effects of brand image and social interaction

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

This study sets out to examine the effect of counterfeit product quality on consumer product involvement and purchase intention of counterfeits. Additionally, the authors investigate the moderating role of brand image and social interaction and assess their influence on counterfeit quality purchase intentions. A self-administered questionnaire was designed, and data were collected via mall intercepts among consumers who have exposure to counterfeit products. Hierarchical regression model was used to test the proposed hypotheses. The results from regression analysis revealed that the quality of counterfeits not only impacts purchase intentions but also proceeds as a determinant of consumer involvement with imitative products. The results also show that brand image of genuine products negatively moderates the counterfeit product quality-involvement relationship. Social interaction positively moderates the relationship between counterfeit quality and purchase intentions, nonetheless has a negative moderating effect on the link between product involvement and purchase intentions. Implications for research and practice are discussed.

Original languageEnglish
Pages (from-to)607-620
Number of pages14
JournalInternational Journal of Economics and Management
Volume12
Issue number2
Publication statusPublished - 1 Jan 2018

Fingerprint

Purchase intention
Brand image
Social interaction
Moderating effect
Counterfeit
Product quality
Product involvement
Consumer involvement
Regression analysis
Hierarchical regression
Regression model
Questionnaire
Consumer products
Mall

Keywords

  • Brand image
  • Consumer behavior
  • Counterfeiting
  • Product involvement
  • Social interaction

ASJC Scopus subject areas

  • Business and International Management
  • Economics, Econometrics and Finance(all)
  • Strategy and Management

Cite this

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abstract = "This study sets out to examine the effect of counterfeit product quality on consumer product involvement and purchase intention of counterfeits. Additionally, the authors investigate the moderating role of brand image and social interaction and assess their influence on counterfeit quality purchase intentions. A self-administered questionnaire was designed, and data were collected via mall intercepts among consumers who have exposure to counterfeit products. Hierarchical regression model was used to test the proposed hypotheses. The results from regression analysis revealed that the quality of counterfeits not only impacts purchase intentions but also proceeds as a determinant of consumer involvement with imitative products. The results also show that brand image of genuine products negatively moderates the counterfeit product quality-involvement relationship. Social interaction positively moderates the relationship between counterfeit quality and purchase intentions, nonetheless has a negative moderating effect on the link between product involvement and purchase intentions. Implications for research and practice are discussed.",
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