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Self-Concept, Individual Characteristics and Counterfeit Consumption: Evidence from an Emerging Market

Malik, Aneela and Merunka, Dwight and Akram, Muhammad and Barnes, Bradley and Chen, Annie (2020) 'Self-Concept, Individual Characteristics and Counterfeit Consumption: Evidence from an Emerging Market.' Psychology and Marketing, 37 (10). 1378 - 1395. ISSN 0742-6046

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: counterfeit consumption, emerging markets, self‐concept, social risk, status acquisition and susceptibility to normative influence
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 17 Jun 2020 22:14
Last Modified: 11 Sep 2020 07:15
URI: http://repository.essex.ac.uk/id/eprint/27910

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