Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market
| Autor: | Dwight Merunka, Annie Chen, Muhammad Shakaib Akram, Aneela Malik, Bradley R. Barnes |
|---|---|
| Přispěvatelé: | Centre d'Études et de Recherche en Gestion d'Aix-Marseille (CERGAM), Aix Marseille Université (AMU)-Université de Toulon (UTLN), BEN KHALLOUK, Abdelhafid |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Consumption (economics) 05 social sciences Self-concept Context (language use) Affect (psychology) Counterfeit Normative social influence Theory of reasoned action 0502 economics and business [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing [SHS.GESTION] Humanities and Social Sciences/Business administration Emerging markets Psychology 050203 business & management Applied Psychology ComputingMilieux_MISCELLANEOUS |
| Zdroj: | Psychology & Marketing Psychology & Marketing, 2020, 37 (10), pp.1378-1395 |
| Popis: | The study draws on a sample of over 350 consumers from 10 department stores in an emerging market where counterfeit products are available in abundance and there is a huge demand for such goods. The findings reveal that interdependent and independent self traits significantly affect individual characteristics, that is, susceptibility to normative influence, readiness to take social risk, and status acquisition (SA), which in turn influences counterfeit purchase intention. It was discovered that such individual characteristics play a mediating effect on the self‐concept—purchase intention relationship and that high degrees of interdependent self traits positively affect consumers' purchase intention. The study adds to the theory of reasoned action (TRA) by incorporating SA variables into the TRA framework and discovers their significant influence on purchase intention. Some novel insights surrounding counterfeit consumption in an emerging economy context are presented and several implications are extracted to help practitioners appeal to such individual characteristics for combating counterfeit consumption. |
| Databáze: | OpenAIRE |
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