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Social power, product conspicuousness and the demand for luxury brand counterfeit products

Haque, Sadia; Bian, Xuemei; Smith, Andrew

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Authors

Sadia Haque

Xuemei Bian

ANDREW SMITH Andrew.p.Smith@nottingham.ac.uk
Professor of Consumer Behaviour & Analytics



Abstract

The aim of this article is two-fold: 1) to achieve a better understanding of the psychological determinants of the demand for luxury brand counterfeit products (LBCP) through exploring the effects of social power; 2) to extend power literature by identifying boundary conditions of the relationship between social power and compensatory consumption identified by Rucker and Galinsky (2008, 2009). Findings from three experiments demonstrate that social power holds key insights into understanding consumers’ purchase propensity for LBCP; product conspicuousness moderates the effects of social power on purchase propensity for status products; these moderation effects are only observed when the status products are LBCP but not genuine products. This article, therefore, contributes to the literature regarding the demand for counterfeits as well as the social power and compensatory consumption literature.

Journal Article Type Article
Acceptance Date Mar 11, 2014
Online Publication Date May 14, 2014
Publication Date Mar 17, 2015
Deposit Date Jun 27, 2018
Publicly Available Date Dec 5, 2018
Print ISSN 0144-6665
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 54
Issue 1
Pages 37-54
DOI https://doi.org/10.1111/bjso.12073
Public URL https://nottingham-repository.worktribe.com/output/1097294
Publisher URL https://onlinelibrary.wiley.com/doi/full/10.1111/bjso.12073
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