Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China
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XUEMEI BIAN is a PhD student at the School of Business and Management of the University of Glasgow. She holds an MSc in management research from the University of Glasgow. Prior to becoming a fully edged PhD student, she had worked in organisations both in China and the UK. During her extensive managerial experience, she observed a number of brand owners losing market shares to counterfeiters. She therefore developed a great interest in investigating the counterfeiting phenomenon. Her current research interest is in consumer behaviour.
CLEOPATRA VELOUTSOU is a senior lecturer in marketing in the School of Business and Management of the University of Glasgow. She holds an MBA and was awarded a PhD from Athens University of Economics and Business in Greece. Her primary research interest is on brand management and marketing organisation, focusing mostly on the brand management structure and the brand support in general. She has also worked in relationship marketing and marketing communications. Her papers on these subjects have been published in various academic journals, including the International Journal of Advertising, the Journal of Brand Management, the Journal of Business and Industrial Marketing, the European Journal of Marketing, the Journal of Marketing Management, the Journal of Product and Brand Management and the Journal of Services Marketing.
Keywords
Abstract
consumer behaviour ; consumer attitudes; counterfeiting; China; UK
Despite the wide spread of counterfeiting, very few studies have examined consumer behaviour and attitudes regarding counterfeit products. This paper aims to profile the consumers who admit to purchasing nondeceptive counterfeit brands in the UK and China. Furthermore, it attempts to investigate consumers’ views on counterfeit brands and to contrast them with the genuine brands and the non-logo products. The demographic profile seems to be somewhat influential in the intention to purchase counterfeit brands for British consumers, but not for Chinese. The findings suggest that not all respondents have a very high opinion regarding counterfeit brands, while Chinese value them even less. Consumers find it difficult to distinguish between the genuine and the counterfeit brands, and when they are compared with the genuine, the British believe that counterfeits are even less trustworthy.
Journal of Brand Management (2007) 14, 211–222. doi:10.1057/palgrave.bm.2550046
INTRODUCTION Cleopatra Veloutsou Department of Business and Management, University of Glasgow, The Gilbert Scott Building, West Quadrangle, Glasgow, Scotland G12 8QQ, UK Tel: + 44 (0)141 3304055 Fax: + 44 (0)141 3305669 E-mail: [email protected]
It has been well established that counterfeit brands are those bearing a trade mark that is identical to, or indistinguishable from, a trade mark registered to another party and infringes on the rights of the holder of the trade mark.1–5 Counterfeits are available quite extensively, and with a
number of forms of deception. For some counterfeit brands, consumers do not kn
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