INTRODUCTION Counterfeit goods are fake imitations and replicas of products carrying a brand name (Phau & Teah, 2009). These goods may include luxury brands from the fashion industry, electronics, software and pharmaceuticals. Usually these products are of a lower quality as compared to the original. Companies struggle to protect their goods from being copied since their name, logo, ideas and designs are copied and sold cheaply in the market. This is unethical and illegal (Chaudhry & Stumpf , 2011). Policy makers of countries have come up with various laws that include heavy fines and imprisonment for this act. However, these are limited to the supply side of the problem, which would include the producers, distributers, and marketers of counterfeit …show more content…
This could be favourable or unfavourable. Our attitude affects our behavior. Not only does our own attitude affect our behavior but also how one sees the behavior of his reference group towards a product (Matos, Ituasso, & Rossi, 2007). Consumer’s attitude towards counterfeit products can be described as the extent to which consumers are concerned with legitimacy and validity of the said products. If a consumer’s attitude, formed of his own views and the amount of agreement received by his reference group, is amicable with regards to counterfeit then there is high chance that they would purchase counterfeit goods (Phau, Sequeira, & Dix, …show more content…
Some consumers purchase counterfeit luxury brands for their social-adjustive function (e.g. to express themselves and/or to fit in) (Wilcox, Kim & Sen, 2009). If the social group the consumer desires to be a part of, disapproves of such consumption, the perceived social risk involved in the purchase of counterfeit product reduces consumer intention to purchase counterfeits. Consumers might refrain from using such goods because they might be afraid of the embarrassment they will have to face if it is detected that their belonging is not original (Chaudhry & Stumpf, 2011). Here, the consumption or purchase of the counterfeit will cause the individual to lose social capital from peers or society. When risk is activated consumers are more motivated to avoid negative consequences than to maximize utility (Mandel, 2003). However, Sinha and Mandel (2008) found that rising social risks and/or consequences of such utilization may not work for consumers who have high tolerance for risk (i.e. high optimal stimulation
On late August of 2007, Dana Thomas writes to the general public on the horrors made possible by the buying and selling of counterfeit fashion goods to persuade the end of the consumerism funding monstrous acts. Through the incorporation of ethos, logos, and pathos in her journalism, Thomas persuades her audience with the uncoverings of the sources behind the making of the counterfeit goods.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
Secondly luxury products are easy to counterfeit, some countries such as china, turkey, and other still have to improve their IPR policies
Veblen’s work was, and continues to be, quite controversial; however, his dissections of human behavior as it relates to social structure and consumption were far from inaccurate. Interestingly enough, it seems that his theories have even become increasingly accurate over time, as proved by the way conspicuous consumption and “Veblan effects,” have both played a significant role in changing not only the luxury fashion industry as a whole, but also in changing the image and symbolic nature of the luxury good.
Lots of people at a high level in society use the products they own to represent their social status. As what Solomon says in his article, “advertisers have been quick to exploit the status signals that belong to body language as well.” (169) Advertising gives them a good chance to show their material success, and the advertised products make them more of individuality. For example, Michael Jordan owns a Ferrari 512 which is a super sports car with an unaffordable price. Ferrari’s advertising tells the world how excellent and expensive the car is, so that his car could shows his wealth and success in his career and also his energetic and positive personalities. Being advertised, Jordan’s Ferrari is not just a vehicle but a symbol of his identity. There is no doubt that this advertised car makes Jordan much more of
In conclusion, Old Spice uses classical conditioning to influence consumers’ attitude by having conditioned and unconditioned responses and stimulus. They campaign their products really well and get outstanding response and comments from all over the world. Old Spice also use many type of communication source that are involved in influencing the growth of the product. Social Media plays a huge role in advertising the product and putting on a campaign. Consumer’s attitude towards Old Spice was reflected on the comments they post. The elaboration likelihood model also proposes the more global view that consumer attitudes are changed by the central and peripheral. People who are up for trying the product are most likely central route.
Hasbro faces a significant threat from counterfeits of its products. As the market for toys and games is increasing globally, the parallel market for counterfeit toys is also on the rise. Such activity rises especially during the festive months when toy sales are expected to be high. Counterfeits pose a threat to the toys and games market, not just in terms of lost business and brand dilution, but also by selling products that can be potentially dangerous to children of all ages. Low quality counterfeits reduce consumer confidence in branded products like Hasbro. Counterfeits not only deprive revenues for the company but also dilute its brand image.
A quick research of the AliExpress export website shown a list of 50 companies producing interlocking brick toy with probably 25 companies were doing toy similar LEGO type. Those manufacturers based in Chenghai that is core producer for world reputation toy company like Mattel and Hasbro as well. According the huge demands of valuable box sets produced by LEGO, especially some product line featured licensing animation like Marvel and DC comics super hero. Due to the related movies were keep released in these 5 years, it brings the big noise from market which customers are fascinating with those super hero box sets and it could be higher return investment tools than investment in gold. Therefore, many illegal businessmen of brand like Decool and Coko were targeting this specified customer needs and proceeded mass production regarding this reason. However, infringing patent products were sold in much cheaper price than LEGO and Mega Bloks offer, but they can gain the higher profit also. According this finding, we could see this pattern have been copied by many other China manufacturers. It further leads the vicious circle of plagiaristic toy issue in toy industry even same case happened in other industry like luxury
This essay will examine the strength of the link between attitudes and behaviour and show that attitudes do not always predict behaviour as there are a number of variables that need to be put in place before the evaluation of a person behaving according to their attitudes can be assessed. These variables will be discussed in some detail. The three component model will be discussed and also attitude formation will be touched upon, before the link between behaviour and attitude can be examined a general understanding of how and why attitudes are formed needs to be addressed.
Luxury goods are not the necessities but are very much desirable to people which is supported by a share of money income. They are not easily available and affordable for everyone but due to the coming up of competition in market this has been changed. Nowadays, every individual wants to raise their self high and wants to be different from everyone. Since, the times have changed luxury goods have become more affordable for middle class consumers. Whenever we open our social media accounts such as Instagram, snapchats or news on internet or be it the reality shows, it is full of rich people showing off their dresses, bags, accessories etc. Such news put an impact on our inner thinking about our need to look and feel good through rich possessions. Several manufactured goods have become luxury goods as they are designer, durable and better quality. These goods are considered as luxury goods by the consumers because they play a role of status and class for those who showcase or owns them. These items are not necessarily better than less expensive substitutes are purchased with the main purpose of showcasing their wealth. These kinds of goods are object of socio-economic phenomenon which includes watches, jewelleries, designer clothes and accessories, large
The consumption of products and services is important for the way in which it functions to mark social differences and act as a communicator, but it also gives satisfaction. Style, status and group identification are aspects of identity value. People choose to display commodities or engage in different spheres of consumption in an attempt to express their identity in a certain sort of image. A clear example to demonstrate a way in which someone may communicate their identity is the football supporter. When referring to picture 1, by simply wearing a Manchester United shirt, a...
13. Attitude towards the brand: Attitude towards the brand strength is positivity/negativity (valence) of an attitude which is weighted by certainty or confidence in the product (i.e, extent with which a brand is considered valid, (Briñol and Richard, 2009).
to use their money at a local Taco Bell. If teenagers are finding ways to
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board