Literary works Review
Item Counterfeiting: Motives of Consumers The moment Purchasing Non Deceptive Fake Goods Currently, luxury brands have become even more prevalent specially in developing countries where economies are starting to emerge.
" Traditionally, high-class goods or perhaps status items are understood to be goods which is why the mere use or display of a particular branded product brings prestige within the owner, besides any functional utilityвЂќ. (Grossman & Shapiro, 1988a)
Sometime ago, luxury merchandise were mainly meant for the highly affluent individuals. Today, when we try to walk into a middle class shopping mall, the initial thing we is going to notice are people holding luxury brands in the form of bags, gadgets, pens, and so on. As more people aspire to possess these luxury brands, although cannot afford or are unwilling to fund high prices to purchase one, the next option that has mind is purchasing a counterfeit version from the product. Consequently , the desire of consumers to own luxury branded products even though they can not afford or are unwilling to cover premium prices lead the proliferation of counterfeit goods. The primary goal of this literature review is always to examine for what reason consumers carry on and purchase counterfeit goods and understand why there is certainly demand for this kind of products. To ensure that luxury manufacturer retailers would be able to come up with fresh strategies to additional differentiate themselves from fakes and new strategies to reshape consumer belief towards fakes. As a result, they would be able to decrease the damaging effects brought on by imitators. " Counterfeits will be reproductions of the trademarked brand, which are carefully similar or identical to genuine articles or blog posts. вЂќ (Cordell, Wongtada, & Kieschnick, 1996)
The act of counterfeiting involves various factors such asthe utilization of presentation, labelling, andtrademarks, to purposely pass off as the original product(Kay, 1990; Ang, Cheng, Lim, & Tambyah., 2001; Chow, 2000). According to Trott & Hoecht (2007), the significance of counterfeit goods marketed annually in the world is definitely estimatedto become over US$1 Trillion. Taking into consideration the countries worldwide, almost five percentof every products will be counterfeit, in line with the InternationalAnti-counterfeiting Coalition (2005) and theInternational Perceptive Property Start (2003). Hence, counterfeiting is usually increasingly becoming a serious threat to luxury brands, as legitimate brands which have been spending on extensive research and development activities to come up with fresh designs and also other innovations will simply end up being copied by fakes.
Although counterfeiting has become an area of big concern worldwide, there is even now very limited research on the location. In addition , there are only a few studies conducted about consumer attitudes or intentions when purchasing counterfeit merchandise. Since 1980's, most studies on product counterfeiting possess focused on the adverse influences of fake goods to people legitimate brands. Furthermore, previous studies in counterfeiting placed emphasis on anti-counterfeiting strategies that will aid legitimate high-class brands battle out imitators (Bamossy & Scammon 85; Bush, Bloch, & Dawson, 1989; Chaudhry & Walsh, 1996; Olsen & Granzin, 1992). Nia and Zaichkowsky (2000) cautioned that readers should take take note of the two sorts of counterfeiting which include deceptive and non deceptive. Grossman and Shapiro (1988b)identified deceptive counterfeiting as being a situation in which the consumers arenot aware of purchasing a counterfeit item at the time of the purchase. Nevertheless since quite often, consumers knowingly engage in not deceptive faking, we will try to concentrate on no deceptive counterfeiting, as buyers would tend to have clearer motives when they are highly aware that what they are going to order is not only a genuine product. While most researchers on...