Publicação

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods : evidence from South Africa

Detalhes bibliográficos
Resumo:	Purpose – The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of pricequality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products. Design/methodology/approach – The research adopted a quantitative methodology and utilised the crosssectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4. Findings – The results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups. Research limitations/implications – The significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands. Originality/value – This is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.
Autores principais:	Ndofirepi, Takawira Munyaradzi
Outros Autores:	Chuchu, Tinashe; Maziriri, Eugine; Nyagadza, Brighton
Assunto:	Young adults Non-deceptive Purchase Counterfeit products South Africa
Ano:	2022
País:	Portugal
Tipo de documento:	artigo
Tipo de acesso:	acesso aberto
Instituição associada:	Universidade de Lisboa
Idioma:	inglês
Origem:	Repositório da Universidade de Lisboa

Descrição
Resumo:	Purpose – The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of pricequality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products. Design/methodology/approach – The research adopted a quantitative methodology and utilised the crosssectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4. Findings – The results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups. Research limitations/implications – The significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands. Originality/value – This is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.