Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. We conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands.

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand / Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia. - In: THE JOURNAL OF PRODUCT & BRAND MANAGEMENT. - ISSN 1061-0421. - STAMPA. - 25 (5):(2016), pp. 452-464. [10.1108/JPBM-11-2014-0747]

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

BAGHI, ILARIA;GABRIELLI, Veronica;GRAPPI, Silvia
2016

Abstract

Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. We conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands.
2016
25 (5)
452
464
Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand / Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia. - In: THE JOURNAL OF PRODUCT & BRAND MANAGEMENT. - ISSN 1061-0421. - STAMPA. - 25 (5):(2016), pp. 452-464. [10.1108/JPBM-11-2014-0747]
Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1103997
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