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How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination
Journal of Business Research ( IF 11.3 ) Pub Date : 2021-03-21 , DOI: 10.1016/j.jbusres.2021.02.046
Lei Song , Yan Meng , Hua Chang , Wenjing Li , Kang Tan (Frank)

Prior literature has provided little insight into how counterfeit dominance—consumers’ perception that counterfeit brands possess over 50% of market share for authentic and counterfeit brands combined—influences luxury fashion brand owners’ perceptions of their brands across cultures. Our research shows that counterfeit dominance negatively affects the perceived quality and purchase intention of luxury fashion brands across product categories for Anglo-American, but not for Asian, consumers. A social-adjustive attitude underlies this difference. Therefore, counterfeit dominance has stronger negative impacts on luxury fashion brand owners’ perceptions of their brands for those with a weak (Anglo-Americans), but not with a strong (Asians), social-adjustive attitude. Perceived quality mediates the effect of counterfeit dominance on luxury fashion brand owners’ purchase intention in different cultures. This investigation contributes to both theory and practice through examining an understudied phenomenon and also offering strategies to offset the inimical effects of counterfeit dominance.



中文翻译:

伪造统治如何影响奢侈时装品牌所有者的观念:跨文化考察

先前的文献很少提供关于伪造统治力(消费者对伪造品牌占正宗和伪造品牌的市场份额超过50%的看法)如何影响奢侈时装品牌所有者对其品牌在不同文化中的看法的了解。我们的研究表明,假冒产品的主导地位会影响英美(而非亚洲)消费者对所有产品类别的奢侈时装品牌的感知质量和购买意愿。这种差异是社会适应性态度的基础。因此,对于弱势群体(英裔美国人)但对社会适应性态度强(亚洲人)的人来说,伪造优势对奢侈品牌所有者的品牌观念的负面影响更大。感知质量介导了假冒优势对不同文化中奢侈时装品牌所有者购买意愿的影响。这项调查通过研究一种被忽视的现象,为理论和实践做出了贡献,并提供了抵消伪造支配地位的不利影响的策略。

更新日期:2021-03-22
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