Do Cultural Capital and Conspicuous Consumption Influence Counterfeit Purchase Attitude? Evidence from Brazilian Market
DOI:
https://doi.org/10.29149/mtr.v6i2.6757Palavras-chave:
Consumo conspícuo, Capital cultural, Produtos falsificados de luxo, Comportamento do consumidor.Resumo
This article analyses the influence of economic benefits, brand affection, cultural capital, and conspicuous consumption on the attitude toward counterfeit luxury products. A survey was carried out in places where these products are sold in the cities of Belo Horizonte and Nova Serrana, in the state of Minas Gerais, Brazil. The interviewees were divided into two groups (high and low cultural capital) and the data obtained were analyzed using Structural Equation Modeling. We found that brand affection, conspicuous consumption and cultural capital do not influence the attitude about counterfeit luxury products. Therefore, the economic benefit was the only factor capable of explaining the attitude. In comparative terms, the results were similar, but the economic benefits are more relevant for high cultural capital respondents.
Referências
Bellezza, S., Paharia, N., & Keinan, A. (2016). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1): 118-138. Doi: 10.1093/jcr/ucw076.
Bian, X., Haque, S., & Smith, A. (2015). Social power, product conspicuousness, and the demand for luxury brand counterfeit products. British Journal of Social Psychology, 54(1): 37-54. Doi: 10.1111/bjso.12073.
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45 (1/2): 191-216. Doi: 10.1108/03090561111095658
Bourdieu, P. (1984). Distinction: A Social Critique of The Judgement of Taste. Harvard University Press.
Calic, F., & Neto, M.T.R. (2017). The Influence of Cultural Capital and Social Capital in the Management Performance (Case Study in Brazil). International Business Management, 11(6):1146-1156. Doi: 10.3923/ibm.2017.1146.1156.
Castaño, R. & Perez, M. E. (2014). A matter of love: consumers’ relationships with original brands and their counterfeits. Journal of Consumer Marketing, 31(6/7): 475-482. Doi: 10.1108/JCM-05-2014-0970.
Chaudhry, P. E., & Stumpf, St. A. (2011). Consumer complicity with counterfeit products. Journal of Consumer Marketing, 28(2): 139-151. Doi: 10.1108/07363761111115980.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2): 81-93. Doi: 10.1509%2Fjmkg.65.2.81.18255
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11(1).
Chen, Y., Zhu, H., Le, M., & Wu, Y. (2014). The effect of face consciousness on consumption of counterfeit luxury goods. Social Behavior and Personality: an International Journal. 42(6): 1007-1014. Doi: 10.2224/sbp.2014.42.6.1007.
Cleveland, M., Papadopoulos, N., & Laroche, M. (2011). Identity, demographics, and consumer behaviors: International market segmentation across product categories. International Marketing Review, 28(3), 244-266.
Eisend, M. (2015). Have we progressed marketing knowledge? A meta-meta-analysis of effect sizes in marketing research. Journal of Marketing, 79(3): 23-40. Doi: 10.1509/jm.14.0288.
Eisend, M., & Schuchert-Güler, P. (2006). Explaining counterfeit purchases: A review and preview. Academy of Marketing Science Review (online), 2006, 1. Acessed Dezember 12, 2018. http://www.amsreview.org/articles/eisend12-2006.pdf.
Gupta, P. B., Gould, S. J., & Pola, B. (2004). “To Pirate or Not to Pirate”: A Comparative Study of the Ethical Versus Other Influences on the Consumer’s Software Acquisition-Mode Decision. Journal of Business Ethics, 55(3): 255-274. Doi: 10.1007/s10551-004-0991-1.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2014). A Primer on Partial Least Square Structural Equation Modeling (PLS-SEM). Sage Publications.
Hoe, L., Hogg, G., & Hart, S. (2003). Fakin’it: Counterfeiting and Consumer Contradictions. In: Turley, D., & Brown, S. (Ed.) 2003. E-European Advances in Consumer Research. Provo, UT: Association for Consumer Research (online). 6: 60-67. Acessed November 13 2018. http://acrwebsite.org/volumes/11444/volumes/e06/E-06.
Holt, D. B. (1998). Does cultural capital structure American consumption? Journal of Consumer Research, 25(1), 1-25.
Huntington, J. (2013). St Margaret of Scotland: conspicuous consumption, genealogical inheritance, and post-Conquest authority. Journal of Scottish Historical Studies, 33(2): 149-164. Doi: 10.3366/jshs.2013.0075.
Hussain, A., Kofinas, A., & Win, S. (2017). Intention to purchase counterfeit luxury products: A comparative study between Pakistani and the UK consumers. Journal of International Consumer Marketing, 29(5): 331-346. Doi: 10.1080/08961530.2017.1361881
Inkon, K. (2013). A study on luxuries possession desires and purchase intention: A comparative study between luxuries and imitations. Academy of Entrepreneurship Journal (online), 19(3): 63. Acessed September 15, 2018. https://www.abacademies.org.
Jiang, L., & Shan, J. (2016). Counterfeits or Shanzhai? The Role of Face and Brand Consciousness in Luxury Copycat Consumption. Psychological Reports, 119(1): 181-199. Doi: 10.1177/0033294116659316.
Jirotmontree, A., (2013). Business ethics and counterfeit purchase intention: a comparative study on Thais and Singaporeans. Journal of International Consumer Marketing, 25(4): 281-288. Doi: 10.1080/08961530.2013.803902.
Kalfa, S., & Taksa, L. (2015). Cultural capital in business higher education: reconsidering the graduate attributes movement and the focus on employability. Studies in Higher Education, 40(4): 580-595. Doi: 10.1080/03075079.2013.842210.
Kamphuis, C. B. M., Jansen, T., Mackenbach, J. P., & Lenthe, F. J., Van. (2015). Bourdieu’s Cultural Capital in Relation to Food Choices: A Systematic Review of Cultural Capital Indicators and an Empirical Proof of Concept. PloS one. 10(8): 1-19. Doi: 10.1371/journal.pone.0130695.
Legg, R. (2012). Bach, Beethoven, Bourdieu: ‘cultural capital’ and the scholastic canon in England's A-level examinations. Curriculum Journal, 23(2): 157-172. Doi: 10.1080/09585176.2012.678501.
Lima, L. D. S. (2011). Nas teias do ilegalismo: o shopping popular Oiapoque (Master dissertation, Federal University of Minas Gerais).
Malhotra, N. K., Agarwal, J., & Peterson, M. (1996). Methodological issues in cross-cultural marketing research: A state-of-the-art review. International Marketing Review, 13(5), 7-43.
Matos, C. A. de, Ituassu, C. T., & Rossi, C. A. V. (2007). Consumer attitude toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1): 36-47. Doi: 10.1108/07363760710720975.
Mirador, J. (2014) ‘I’d like to know why’: cultural capital and MA in education students’ interpretation of feedback commentaries. Assessment & Evaluation in Higher Education, 39(6): 715-728. Doi:10.1080/02602938.2013.863268.
Müller, B., Kocher, B., & Ivens, B. (2011). Contrefaçons de produits de luxe. Revue Française de Gestion (online) (3): 45-61. Acessed Dezember 21 2018. https://www.cairn.info/revue-francaise-de-gestion-2011-3-page-45.htm.
O’Cass, A., & Frost, H. (2002). Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2): 67-88. Doi: 10.1108/10610420210423455.
O'Cass, A., & Mcewen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1): 25-39. Doi: 10.1002/cb.155.
Omeraki Çekirdekci, Ş., & Baruonu Latif, F. O. (2019). Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes. Journal of Product & Brand Management, 28(6): 733-746.
Penz, E., Schlegelmilch, B.B., & Stöttinger, B. (2008). Voluntary purchase of counterfeit products: empirical evidence from four countries. Journal of International Consumer Marketing, 21(1): 67-84. Doi: 10.1080/08961530802125456
Podoshen, J. S., Andrzejewski, S. A., & Hunt, J. M. (2014). Materialism, conspicuous consumption, and American hip-hop subculture. Journal of International Consumer Marketing. 26(4): 271-283. Doi: 10.1080/08961530.2014.900469.
Raza, M. A., Ahad, M. A., Shafqat, M. A., Aurangzaib, M., & Rizwan, M. (2014). The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan. Journal of Public Administration and Governance. 4(3): 1-19. Doi: 10.5296/jpag.v4i3.5846.
Sharma, P., & Chan, R. Y. K. (2011). Counterfeit proneness: Conceptualization and scale development. Journal of Marketing Management. 27(5-6): 602-626. Doi: 10.1080/0267257X.2010.489829.
Sharma, P., & Chan, R. Y. K. (2016). Demystifying deliberate counterfeit purchase behaviour: Towards a unified conceptual framework. Marketing Intelligence & Planning, 34(3), 318-335.
Sharma, P., & Chan, R. Y. K. (2017). Exploring the role of attitudinal functions in counterfeit purchase behavior via an extended conceptual framework. Psychology & Marketing, 34(3), 294-308.
Sinha, R. K., & Mandel, N. (2008). Preventing Digital Music Piracy: The Carrot or the Stick? Journal of Marketing, 72(1): 1-15. Doi: 10.1509/jmkg.72.1.1.
Souiden, N., M’saad, B., & Pons, F. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23(5): 329-343. Doi: 10.1080/08961530.2011.602951.
Souza, L. L. F., Sousa, F. G. P., Ferreira, M. A. B., & Mota, M. O. (2015). O consumo de produtos falsificados no Brasil. Revista de Administração FACES Journal, 14(2). Doi: 10.21714/1984-6975FACES2015V14N2ART2148.
Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16(4), 57-85. Doi: 10.1509/jimk.16.4.57
Triandewi, E., & Tjiptono, F. (2013). Consumer intention to buy original brands versus counterfeits. International Journal of Marketing Studies, [S. l.], 5(2), 23.
Üstüner, T., & Holt, D. B. (2010). Toward a theory of status consumption in less industrialized countries. Journal of Consumer Research, 37(1): 37-56. Doi: 10.1086/649759.
Veblen, T. (1934). The Theory of the Leisure Class. Random House, New York, NY.
Viot, C., Le Roux, A., & Kremer, F. (2006). Les déterminants de l’achat de produits de contrefaçon: une exploration du côté obscur du comportement du consommateur. Annales du Congrès sur les Tendances du Marketing Venise (online). Acessed August 07 2018. https://hal.archives-ouvertes.fr/hal-01757765.
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research (online), 46(2), 247-259. Acessed July 03 2018. http://www.acrwebsite.org/volumes/14103/la/v2_pdf/LA-02.
Yoo, B., & Lee, S. (2009). Buy genuine luxury fashion products or counterfeits? NA - Advances in Consumer Research (online), 36, 280-286. Acessed July 03 2018. http://acrwebsite.org/volumes/14431/volumes/v36/NA-36.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2021 José Marcos Carvalho de Mesquita, Wenderson Moura, Alexandre Teixeira Dias
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Autores que publicam nesta revista concordam com os seguintes termos:
- Autores mantém os direitos autorais e concedem à revista, sem ônus para a mesma, o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista
- Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
- Autores assumem exclusiva responsabilidade pelas suas opiniões emitidas nos trabalhos publicados nesta revista
