Towards a general model explaining physical and digital counterfeits

Author:

Molina-Castillo Francisco-JoseORCID,Penz ElfriedeORCID,Stöttinger BarbaraORCID

Abstract

PurposeDemand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues, such as whether there are generalizable explanations of purchase intentions.Design/methodology/approachThis research is based on consumer samples from three different countries. This paper develops and tests a model based on the theory of planned behavior (TPB) to explain both the demand for counterfeits and digital piracy. Respondents were questioned about physical products (e.g. clothing, accessories) from well-known brands and digital products (e.g. software, music).FindingsSocially oriented motives such as embarrassment potential, ethical concerns and social norms explain the intention to purchase fake physical and digital products, while personally oriented motives (e.g. self-identity) have indirect effects but not a direct impact on purchase intention.Research limitations/implicationsAs our results show, we find evidence for a general model – contributing and supporting our first and primary research goal of providing a theoretically robust model that bridges the gap between two streams of literature.Practical implicationsThe fact that drivers of buying counterfeit physical and digital goods are similar across countries provides justification for companies and international organizations to bundle their efforts and thus leverage them more strongly on a global scale.Originality/valueWe provide a basis for consolidating future research on demand for counterfeits and pirated goods because underlying factors driving demand are similar across the three countries studied herein.

Publisher

Emerald

Subject

Marketing

Cited by 5 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Analysis of non-deceptive copycatting;Journal of the Operational Research Society;2024-03-09

2. The strategic impact of vertical integration on non-deceptive counterfeiting;International Journal of Production Economics;2023-06

3. Exploring Customer Perceived Value towards non-deceptive counterfeiting: a grounded theory approach;South Asian Journal of Business Studies;2022-12-13

4. Systematization of Methods to Counteract Counterfeiting of Premium Brands;MIR (Modernization. Innovation. Research);2022-03-30

5. Cultural differences in deliberate counterfeit purchase behavior;Marketing Intelligence & Planning;2021-11-23

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