Counterfeit and branded products - Effects of counterfeit ownership

Purpose: – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non-owners. Design/methodology/approach: – Following four focus group discussions, a quantitative survey of 430 adults in Glasgow, UK was conducted measuring consumers' brand perceptions of CBP and BP, CBP non-deceptive ownership, and CBP purchase intention. Findings: – Consumers were found to have more favourable perceptions of BP than CBP, with exceptions of financial risk and security concerns. Significant perception differences concerning CBP were identified between CBP owners and non-owners. In contrast, CBP ownership had no significant effect on consumers' evaluations of BP. Several perception dimensions appeared to be significantly influential on CBP behavioural intention, with brand personality playing the dominant role. Evidence of an interaction effect of CBP ownership with consumers' perceptions of CBP on CBP purchase intention did not exist