Self–Brand Connection and the Decision to Purchase Counterfeit and Original Luxury Brands in Tanzania
Article Sidebar
Published
26 June 2023
Keywords:
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counterfeit luxury brand, economic benefits, perceived counterfeit detection, self–brand connection
Abstract
The research employed the method of Perceived Counterfeit Detection (PCD) to determine the significance of individuals' considerations in determining their decision to purchase original luxury brands. The study explored the relationship between self-brand connection and the purchase of counterfeit luxury brands, and also, evaluated the influence of economic benefits. The research was conducted through a survey of prospective luxury goods consumers, both original and counterfeit, in six malls located in two cities using a questionnaire. A sample of 930 participants was used, and the hypotheses were tested using a structural equation model. The findings indicate that an individual's self-concept might play a role in deciding whether to purchase an original or counterfeit luxury brand. It is noteworthy that the Perceived Counterfeit Detection completely influenced the relationship between self-brand connection and the decision to buy an original luxury brand. Furthermore, the study discovered that economic advantages intensified the inclination of consumers to buy counterfeit products in emerging economies. This contributes to the Social Identity Theory, suggesting that in scenarios heavily influenced by personal development, social pressure from one's social group might override individual moral considerations such as self-brand connection. The findings of this study hold considerable importance for managers and marketers as they enhance their comprehension of the influential role that individuals play in influencing the purchase of luxury brands. Marketing strategies need to consider the influence of family and social groups on buying choices, and advertisements should be customized accordingly.
References
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Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Ayad, T., Elshaer, I. A., Moustafa, M. A., & Shaker, A. M. (2021). Examining the relationship among counterfeit product, consumer buying behavior, and sustainable tourism development. International Journal of Customer Relationship Marketing and Management (IJCRMM), 12(4), 61-75.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194. doi:10.1086/208911
Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research, 10(2), 193-207. doi:10.1108/JIBR-10-2017-0177
Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. doi:10.1057/s41262-020-00189-4
Bian, X., & Veloutsou, C. (2017). Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China. In Advances in Chinese brand management (pp. 331-350): Springer.
Browne, R.H. (1995). On the use of a pilot sample for sample size determination. Stat. Med., 14, 1933–1940.
Castaño, R., & Eugenia Perez, M. (2014). A matter of love: consumers’ relationships with original brands and their counterfeits. Journal of Consumer Marketing, 31(6/7), 475-482. doi:10.1108/JCM-05-2014-0970
Chand, V. S., & Fei, C. (2021). Self-brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411. doi:https://doi.org/10.1002/cb.1871
Cheng, S. Y., White, T. B., & Chaplin, L. N. (2012). The effects of self‐brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of consumer psychology, 22(2), 280-288.
Davidson, A., Nepomuceno, M. V., & Laroche, M. (2019). Shame on you: When materialism leads to purchase intentions toward counterfeit products. Journal of Business Ethics, 155(2), 479-494.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461. doi:10.1108/JPBM-10-2014-0722
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.
Escalas, J. E., & Bettman, J. R. (2015). Managing brand meaning through celebrity endorsement. Review of Marketing Research, 29–52. doi:10.1108/s1548-643520150000012002
Fastoso, F., Bartikowski, B., & Wang, S. (2018). The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits. Psychology & Marketing, 35(7), 522-532. doi:https://doi.org/10.1002/mar.21103
Friedman, V. (Septemer 20, 2010). Parsing interbrand’s best global luxury brands. Financial Times. Retrieved from https://www.ft.com/content/25560add-f801-3941-aae5-8ddf88e380dc
Granot, E., Russell, L. T. M., & Brashear-Alejandro, T. G. (2013). Populence: exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31-44.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2013). Multivariate Data Analysis: Pearson Education Limited. London(UK): Pearson
Hanspal, S., & Devasagayam, P. R. (2017). Impact of consumers’ self-image and demographics on preference for healthy labeled foods. SAGE Open, 7(1), 2158244016677325.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior: Cengage learning.
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430.
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an International Journal, 13(2), 231-245.
Jackson, D. L. (2003). Revisiting sample size and number of parameter estimates: Some support for the N: q hypothesis. Structural equation modeling, 10(1), 128-141.
Jiang, Y., Miao, M., Jalees, T., & Zaman, S. I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China. Asia Pacific Journal of Marketing and Logistics, 31(3), 647-669.
Joseph, H., William, B., Barry, B., & Rolph, A. (2009). Multivariate Data Analysis 7th edition. London(UK): Pearson.
Kaufmann, H. R., Petrovici, D. A., Gonçalves Filho, C., & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Khan, S., Fazili, A. I., & Bashir, I. (2022). Constructing generational identity through counterfeit luxury consumption. Journal of Product & Brand Management, 31(3), 415-437. doi:10.1108/JPBM-09-2020-3071
Kim, C., Ko, E., & Koh, J. (2016). Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics. Journal of Global Fashion Marketing, 7(1), 15-29. doi:10.1080/20932685.2015.1105109
Lee, Crystal T., and Sara H. Hsieh. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour & Information Technology, 41(6), 1270-1285. https://doi.org/10.1080/0144929X.2021.1872704
Lee, J., Ko, E., & Megehee, C. M. (2015). Social benefits of brand logos in presentation of self in cross and same gender influence contexts. Journal of Business Research, 68(6), 1341-1349. https://doi.org/10.1016/j.jbusres.2014.12.004
Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522. https://doi.org/10.1016/j.jbusres.2011.10.019
Moores, T. T., & Chang, J. C. J. (2006). Ethical decision making in software piracy: Initial development and test of a four-component model. Mis Quarterly, 30(1), 167-180. https://doi.org/10.2307/25148722
Morra, M. C., Gelosa, V., Ceruti, F., & Mazzucchelli, A. (2018). Original or counterfeit luxury fashion brands? The effect of social media on purchase intention. Journal of Global Fashion Marketing, 9(1), 24-39. https://doi.org/10.1080/20932685.2017.1399079
Oh, H. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241. http://dx.doi.org/10.1108/JPBM-09-2017-1567 doi:10.1108/JPBM-09-2017-1567
Onkvisit, S. (1987). Self‐concept and image congruence: some research and Managerial Implications. Journal of consumer Marketing, 4(1), 13-23. doi:10.1108/eb008185
Park, C. W., & Lessig, V. P. (1977). Students and housewives: differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110. doi:10.1086/208685
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.
Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of consumer Marketing, 26(1), 15-27.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
Poddar, A., Foreman, J., Banerjee, S., & Ellen, P. S. (2012). Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products. Journal of business research, 65(10), 1500-1506. doi:https://doi.org/10.1016/j.jbusres.2011.10.017
Priporas, C.-V., Chen, Y., Zhao, S., & Tan, H. (2020). An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China. Journal of Retailing and Consumer Services, 53, 101959. doi:https://doi.org/10.1016/j.jretconser.2019.101959
Quoquab, F., Pahlevan, S., Mohammad, J., & Thurasamy, R. (2017). Factors affecting consumers’ intention to purchase counterfeit product: empirical study in the Malaysian market. Asia Pacific Journal of Marketing and Logistics, 29(4), 837-853.
Rahimnia, F., & Arian, N. H. (2021). Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market. Journal of General Management, 47(1), 41-55. doi:10.1177/03063070211013335
Randhawa, P., Calantone, R. J., & Voorhees, C. M. (2015). The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections. Journal of Business Research, 68(11), 2395-2403. https://doi.org/10.1016/j.jbusres.2015.02.022
Rhee, J., & Johnson, K. K. (2012). Predicting adolescents' apparel brand preferences. Journal of Product & Brand Management, 21(4), 255-264. https://doi.org/10.1108/10610421211246667
Salimi, M., & Khanlari, A. (2018). Congruence between self-concept and brand personality, its effect on brand emotional attachment. Academy of Marketing Studies Journal, 22(4), 1-21.
Schmitt, B., Brakus, J. J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166-171. https://doi.org/10.1016/j.jcps.2014.09.001
Stets, J. E. & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(1), 224-237. https://doi.org/10.2307/2695870
Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: a moderated mediation model. International Journal of Consumer Studies, 46(3), 818-830. https://doi.org/10.1111/ijcs.12730
Sharma, V., & Sonwalkar, J. (2013). Does consumer buying behavior change during economic crisis?. International Journal of Economics & Business Administration, 1(2), 33-48.
Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of Applied Research, 3(7), 749-752.
Tabachnick, B., & Fidell, L. (1996). Using Multivariate Statistics (3rd. Ed). New York(US): Harper Collins.
Tan, B. (2002). Understanding consumer ethical decision making with respect to purchase of pirated software. Journal of Consumer Marketing, 19(2), 96-111.
Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: consumers' uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15-42.
Truong, Y., McColl, R., & Kitchen, P. J. (2010). Uncovering the relationships between aspirations and luxury brand preference. Journal of Product & Brand Management, 19(5), 346-355.
van der Westhuizen, L.-M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172-184. doi:10.1108/JPBM-07-2016-1281
Wenzel, S., & Benkenstein, M. (2019). The Influence of Relationship Closeness on Central Motives for Joint Shopping and Satisfaction with the Shopping Experience among Adolescents. SMR-Journal of Service Management Research, 3(3), 126-136.
Wiedmann, K.-P., Hennigs, N., & Klarmann, C. (2012). Luxury consumption in the trade-off between genuine and counterfeit goods: what are the consumers’ underlying motives and value-based drivers?. Journal of Brand Management, 19(7), 544-566.
Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441.
Wu Gavin, J. (2019). A goal-directed interactionist perspective of counterfeit consumption. European Journal of Marketing, 53(7), 1311-1332. doi:10.1108/EJM-07-2017-0455
Wu Meng-Shan, S. (2015). Luxury fashion brands. Qualitative Market Research: An International Journal, 18(3), 298-319. doi:10.1108/QMR-02-2014-0016
Yoo, B., & Lee, S.-H. (2009). Buy genuine luxury fashion products or counterfeits? ACR North American Advances.
Yoshita, T. S., & Rao, U. S. (2019). A study on the influence of reference groups affecting the purchase decision of a motorbike buyer. International Journal for Advance Research and Development, 4(2), 24-30.
Zhang, W., Jin, J., Wang, A., Ma, Q., & Yu, H. (2019). Consumers' Implicit Motivation of Purchasing Luxury Brands: An EEG Study. Psychology research and behavior management, 12, 913-929. doi:10.2147/PRBM.S215751
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Ayad, T., Elshaer, I. A., Moustafa, M. A., & Shaker, A. M. (2021). Examining the relationship among counterfeit product, consumer buying behavior, and sustainable tourism development. International Journal of Customer Relationship Marketing and Management (IJCRMM), 12(4), 61-75.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194. doi:10.1086/208911
Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research, 10(2), 193-207. doi:10.1108/JIBR-10-2017-0177
Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. doi:10.1057/s41262-020-00189-4
Bian, X., & Veloutsou, C. (2017). Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China. In Advances in Chinese brand management (pp. 331-350): Springer.
Browne, R.H. (1995). On the use of a pilot sample for sample size determination. Stat. Med., 14, 1933–1940.
Castaño, R., & Eugenia Perez, M. (2014). A matter of love: consumers’ relationships with original brands and their counterfeits. Journal of Consumer Marketing, 31(6/7), 475-482. doi:10.1108/JCM-05-2014-0970
Chand, V. S., & Fei, C. (2021). Self-brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411. doi:https://doi.org/10.1002/cb.1871
Cheng, S. Y., White, T. B., & Chaplin, L. N. (2012). The effects of self‐brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of consumer psychology, 22(2), 280-288.
Davidson, A., Nepomuceno, M. V., & Laroche, M. (2019). Shame on you: When materialism leads to purchase intentions toward counterfeit products. Journal of Business Ethics, 155(2), 479-494.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461. doi:10.1108/JPBM-10-2014-0722
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.
Escalas, J. E., & Bettman, J. R. (2015). Managing brand meaning through celebrity endorsement. Review of Marketing Research, 29–52. doi:10.1108/s1548-643520150000012002
Fastoso, F., Bartikowski, B., & Wang, S. (2018). The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits. Psychology & Marketing, 35(7), 522-532. doi:https://doi.org/10.1002/mar.21103
Friedman, V. (Septemer 20, 2010). Parsing interbrand’s best global luxury brands. Financial Times. Retrieved from https://www.ft.com/content/25560add-f801-3941-aae5-8ddf88e380dc
Granot, E., Russell, L. T. M., & Brashear-Alejandro, T. G. (2013). Populence: exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31-44.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2013). Multivariate Data Analysis: Pearson Education Limited. London(UK): Pearson
Hanspal, S., & Devasagayam, P. R. (2017). Impact of consumers’ self-image and demographics on preference for healthy labeled foods. SAGE Open, 7(1), 2158244016677325.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior: Cengage learning.
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430.
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an International Journal, 13(2), 231-245.
Jackson, D. L. (2003). Revisiting sample size and number of parameter estimates: Some support for the N: q hypothesis. Structural equation modeling, 10(1), 128-141.
Jiang, Y., Miao, M., Jalees, T., & Zaman, S. I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China. Asia Pacific Journal of Marketing and Logistics, 31(3), 647-669.
Joseph, H., William, B., Barry, B., & Rolph, A. (2009). Multivariate Data Analysis 7th edition. London(UK): Pearson.
Kaufmann, H. R., Petrovici, D. A., Gonçalves Filho, C., & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Khan, S., Fazili, A. I., & Bashir, I. (2022). Constructing generational identity through counterfeit luxury consumption. Journal of Product & Brand Management, 31(3), 415-437. doi:10.1108/JPBM-09-2020-3071
Kim, C., Ko, E., & Koh, J. (2016). Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics. Journal of Global Fashion Marketing, 7(1), 15-29. doi:10.1080/20932685.2015.1105109
Lee, Crystal T., and Sara H. Hsieh. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour & Information Technology, 41(6), 1270-1285. https://doi.org/10.1080/0144929X.2021.1872704
Lee, J., Ko, E., & Megehee, C. M. (2015). Social benefits of brand logos in presentation of self in cross and same gender influence contexts. Journal of Business Research, 68(6), 1341-1349. https://doi.org/10.1016/j.jbusres.2014.12.004
Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522. https://doi.org/10.1016/j.jbusres.2011.10.019
Moores, T. T., & Chang, J. C. J. (2006). Ethical decision making in software piracy: Initial development and test of a four-component model. Mis Quarterly, 30(1), 167-180. https://doi.org/10.2307/25148722
Morra, M. C., Gelosa, V., Ceruti, F., & Mazzucchelli, A. (2018). Original or counterfeit luxury fashion brands? The effect of social media on purchase intention. Journal of Global Fashion Marketing, 9(1), 24-39. https://doi.org/10.1080/20932685.2017.1399079
Oh, H. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241. http://dx.doi.org/10.1108/JPBM-09-2017-1567 doi:10.1108/JPBM-09-2017-1567
Onkvisit, S. (1987). Self‐concept and image congruence: some research and Managerial Implications. Journal of consumer Marketing, 4(1), 13-23. doi:10.1108/eb008185
Park, C. W., & Lessig, V. P. (1977). Students and housewives: differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110. doi:10.1086/208685
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.
Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of consumer Marketing, 26(1), 15-27.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
Poddar, A., Foreman, J., Banerjee, S., & Ellen, P. S. (2012). Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products. Journal of business research, 65(10), 1500-1506. doi:https://doi.org/10.1016/j.jbusres.2011.10.017
Priporas, C.-V., Chen, Y., Zhao, S., & Tan, H. (2020). An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China. Journal of Retailing and Consumer Services, 53, 101959. doi:https://doi.org/10.1016/j.jretconser.2019.101959
Quoquab, F., Pahlevan, S., Mohammad, J., & Thurasamy, R. (2017). Factors affecting consumers’ intention to purchase counterfeit product: empirical study in the Malaysian market. Asia Pacific Journal of Marketing and Logistics, 29(4), 837-853.
Rahimnia, F., & Arian, N. H. (2021). Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market. Journal of General Management, 47(1), 41-55. doi:10.1177/03063070211013335
Randhawa, P., Calantone, R. J., & Voorhees, C. M. (2015). The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections. Journal of Business Research, 68(11), 2395-2403. https://doi.org/10.1016/j.jbusres.2015.02.022
Rhee, J., & Johnson, K. K. (2012). Predicting adolescents' apparel brand preferences. Journal of Product & Brand Management, 21(4), 255-264. https://doi.org/10.1108/10610421211246667
Salimi, M., & Khanlari, A. (2018). Congruence between self-concept and brand personality, its effect on brand emotional attachment. Academy of Marketing Studies Journal, 22(4), 1-21.
Schmitt, B., Brakus, J. J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166-171. https://doi.org/10.1016/j.jcps.2014.09.001
Stets, J. E. & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(1), 224-237. https://doi.org/10.2307/2695870
Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: a moderated mediation model. International Journal of Consumer Studies, 46(3), 818-830. https://doi.org/10.1111/ijcs.12730
Sharma, V., & Sonwalkar, J. (2013). Does consumer buying behavior change during economic crisis?. International Journal of Economics & Business Administration, 1(2), 33-48.
Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of Applied Research, 3(7), 749-752.
Tabachnick, B., & Fidell, L. (1996). Using Multivariate Statistics (3rd. Ed). New York(US): Harper Collins.
Tan, B. (2002). Understanding consumer ethical decision making with respect to purchase of pirated software. Journal of Consumer Marketing, 19(2), 96-111.
Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: consumers' uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15-42.
Truong, Y., McColl, R., & Kitchen, P. J. (2010). Uncovering the relationships between aspirations and luxury brand preference. Journal of Product & Brand Management, 19(5), 346-355.
van der Westhuizen, L.-M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172-184. doi:10.1108/JPBM-07-2016-1281
Wenzel, S., & Benkenstein, M. (2019). The Influence of Relationship Closeness on Central Motives for Joint Shopping and Satisfaction with the Shopping Experience among Adolescents. SMR-Journal of Service Management Research, 3(3), 126-136.
Wiedmann, K.-P., Hennigs, N., & Klarmann, C. (2012). Luxury consumption in the trade-off between genuine and counterfeit goods: what are the consumers’ underlying motives and value-based drivers?. Journal of Brand Management, 19(7), 544-566.
Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441.
Wu Gavin, J. (2019). A goal-directed interactionist perspective of counterfeit consumption. European Journal of Marketing, 53(7), 1311-1332. doi:10.1108/EJM-07-2017-0455
Wu Meng-Shan, S. (2015). Luxury fashion brands. Qualitative Market Research: An International Journal, 18(3), 298-319. doi:10.1108/QMR-02-2014-0016
Yoo, B., & Lee, S.-H. (2009). Buy genuine luxury fashion products or counterfeits? ACR North American Advances.
Yoshita, T. S., & Rao, U. S. (2019). A study on the influence of reference groups affecting the purchase decision of a motorbike buyer. International Journal for Advance Research and Development, 4(2), 24-30.
Zhang, W., Jin, J., Wang, A., Ma, Q., & Yu, H. (2019). Consumers' Implicit Motivation of Purchasing Luxury Brands: An EEG Study. Psychology research and behavior management, 12, 913-929. doi:10.2147/PRBM.S215751
Authors
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