SOCIAL BEHAVIOR OF DISPLAYING STATUS THROUGH BRANDED GOODS AND BRAND PROMINENCE
DOI:
https://doi.org/10.21009/JRMSI.014.2.09Keywords:
Consumer Motives, Brand Prominence, Counterfeit Products, Purchasing BehaviorAbstract
This research aims to explore the relationship between consumer motives mediated by brand prominence selection in the purchasing behavior of counterfeit products among three consumer groups/classes (patricians, parvenus, and poseurs) in the luxury fashion brand context. The data were obtained from a sample consisting of 230 respondents who were considered eligible. There are three findings. First, for the poseur class, consumer motives in purchasing products are positively related to counterfeit products and prominent brand prominence. Second, for the parvenus class, consumer motives are not related to counterfeit products, but they are related to prominent brand prominence. Third, for the patrician class, consumer motives for purchasing products are not related to counterfeit products and subtle brand prominence.
References
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Bitner, M. J, Booms BH, & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1):71 – 84.
Cannon, C, Rucker D, D. (2018) The Dark Side of Luxury: Social Costs of Luxury Consumption. Personality and Social Psychology Bulletin 1–13. https://doi.org/10.1177/0146167218796790
Chen, J., Teng, L., Liu, S., & Zhu, H. (2015). Anticipating regret and consumers' preferences for counterfeit luxury products. Journal of Business Research, 68, 507–515. DOI: 10.1016/j.jbusres.2014.09.012
Cheng-Xi Aw, E., Hui-Wen Chuah, S., Sabri, M.F, & Basha, N.K. (2020). Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services, 58 (2021) 102288
Chiu, W., & Leng, H.K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing Logistic, 28 (1), 23–36. DOI: 10.1108/APJML-02-2015-0031
D’Amato, I., & Thanos, P. (2013). Legitimate vs illegitimate: The luxury supply chain and its doppelganger. International Journal of Retail & Distribution Management,41(11/12), 986-1007. https://doi.org/10.1108/IJRDM-01-2013-0015
deMatos, C, A., Cristian, T, I, & Calos Alberto, V.R (2007). Consumer attitudes toward counterfeits: A review and extension. Journal of Consumer Marketing,24(1), 36–47.
Dubois, B., & Duquesne, P. (1992). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44.https://doi.org/10.1108/03090569310024 530.
Eisend, M., & Schuchert-Guller, P. (2006). Explaining counterfeit purchases: a review and preview. Academy of Marketing Science Review, 12, 1-22.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon.Journal of Consumer Psychology, 7(2), 131-57. https://doi.org/10.1207/s15327663jcp0702_02
Fornell, C. & Larcker, D. F. (1981). Evaluating Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. DOI: 10.2307/3151312.
Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W.D., Zhang, Z.J., & Krohmer, H. (2019). The role of brand prominence and extravagance of product design in luxury brand building: what drives consumers’ preferences for loud versus quiet luxury? Journal of Brand Managament, 27, 195–210.
Gumbel, P. (2007). Luxury goes mass market, fortune magazine, the business of luxury. Accessed at http://money.cnn.com/2017/30/magazines/fortune/massvsclass. fortune/ index.htm on August 19, 2021.
Han, S.-L., & Kim, K. (2020). Role of consumption values in the luxury brand experience: moderating effects of category and the generation gap. Journal Retailing Consumer Service, 57, 102249.
Han, Y. J., Nunes, J. C, & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence.Journal of Marketing, 15(74), 15–30. DOI: 10.1509/jmkg.74.4.15
Hernandez, Monica D. & Handan, Vicdan, 2014. "Modeling word of mouth vs. media influence on videogame preorder decisions: A qualitative approach," Journal of Retailing and Consumer Services, 21(3), 401-406.
Hoppe, A., Vieira, L. M., & Barcellos, M. D. (2013). Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour. Revista de Economia e Sociologia Rural, 51(1), 69-90.
Jiang, L., & Cova, V. (2012). Love for luxury, preference for counterfeits – a qualitative study in counterfeit luxury consumption in china. InternationalJournal of Marketing Studies, 4(6),1-9. DOI: 10.5539/ijms.v4n6p1
Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles ResearchJournal, 28(2), 79-94. DOI: 10.1177/0887302X09332513.
Lee, S. H., & Workman, J. E. (2011). Attitudes toward counterfeit purchases and ethical beliefs among korean and american university students. Family and Consumer Sciences Research Journal, 39(3), 289–305. https://doi.org/10.1111/j.1552-3934.2010.02067.x
Li, W., Hardesty, D.M., & Craig, A.W. (2018). The impact of dynamic bundling on price fairness perceptions. Journal of Retailing and Consumer Services, 40 204– 212.
Lieber, C. (2014). Why the $600 billion counterfeit industry is still horrible for fashion. Retrieved December 04, 2017, from https://www.racked.com/2014/12/1/7566859/counterfeitfashiongoodsproductsmuseumexhibit.
Loureiro, S. M. C., Kaufmann, H. R. & Rabino, S. (2014). Intentions to use and recommend to others: An emipircal study of online banking practices in Portugal and Austria. Online Information Review,38(2), 186-208.
Loureiro, S.M.C., Jim´enez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: insight from luxury fashion brands. Journal Retailing Consumer Service, 57, 102211.
McFerran, A.B, Karl Aquino, B. & Tracy, J.L. (2014). Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology,24(4) 455–471. DOI: 10.1016/j.jcps.2014.03.004
MIAP (2016). Counterfeiting is a growing industry in Indonesia.from: https://www.amcham.or.id/en/news/detail/countering-counterfeiting-in-indonesia. Retrieved March 02, 20121
Nelissen, M. A. & Meijers, H.C. (2012). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32(5), 343-55. doi:10.1016/j.evolhumbehav.2010.12.002
Nwankwo,S., Hamelin,N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of Retailer Consumer Service,21(5), 735–744. DOI: 10.1016/j.jretconser.2014.05.003
Perez, M.E., Castan˜o, R., & Quintanilla, C. (2010). Constructing identity through theconsumption of counterfeit luxury goods. Qualitative Market Research: An InternationalJournal,13(3), 219-235. https://doi.org/10.1108/13522751011053608
Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the rarity principle. The Journal of Brand Management, 8(2), 122–138. DOI: 10.1057 /palgrave. bm.2540013
Piff, P. K. (2014). Wealth and the anflated aelf class, entitlement, and narcissism. Personality and Social Psychology Bulletin, 40(1), 34-43. DOI: 10.1177/0146167213501699.
Pino, G., Amatulli, C., Peluso, A.M., Nataraajan, R., & Guido, G. (2019). Brand prominence and social status in luxury consumption: a comparison of emerging and mature markets. Journal Retailing Consumer Services, 46, 163–172.
Poddar,A.,Foreman,J.,Banerjee,S., & Ellen, P. (2012). Exploring the Robin Hood effect: moral profiteering motives for purchasing counterfeit products. Journal Business Research, 65(10),1500–1506. doi:10.1016/j.jbusres.2011.10.017
Ridgeway, C. L., & Walker, H. A. (1995). Status structures in sociological perspectives on social psychology. Upper Saddle River, NJ: Pearson Education, 281-310.
Riquelme, H. E.,& Sayed-Abbas, E. M. (2012). Intention to purchase fakeproducts in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues,5(1), 6-22.
Sharma, P., & Chan, R.Y. (2011). Counterfeit proneness: conceptualization and scale development. Journal Marketing Management,27(5–6), 602–626. doi:10. 1080/0267257X.2010.489829.
Schiffman, L.G. & Kanuk, L.L. (2011). Consumer Behavior 10th Ed. New Jersey Prentice Hall.
Schlegelmilch, B. B., & Stöttinger, B. (1999). Marken produkte: die lust auf das verbotene. Marketing ZFP, 22, 196.
Stöttinger, B., & Penz, E. (2015). Concurrent ownership of brands and counterfeits: conceptualization and temporal transformation from a consumer perspective. Psychology Marketing, 32,373–391. https://doi.org/10.1002/mar.20786
Thaichon, P., & Quach, S. (2016). Dark motives counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services,33, 82–91. DOI: 10.1016/j.jretconser.2016.08.003
Tang, F., Tian, V.I.& Zaichkowshy, J. (2014) Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics, 26(1),4-20.
Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18, 555–561. DOI: 10.1016/j.jretconser.2011.08.004
Üstüner, T. & Thompson, C.J. (2012). How Marketplace Performances Produce Interdependent Status Games and Contested Forms of Symbolic Capital. Journal of Consumer Research, 38(5).
Veblen, T. (1899). The theory of the leisure class. New York: Penguin.
Wang, F., Zhang, H., Zang, H. & Ouyang, M. (2005). Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing, 22(6), 340-351. DOI: 10.1108/07363760510623939
Wang, Y., & Griskevicius,V. (2013). Conspicuous consumption, relationships and rivals: Women's luxury products as signals to other women. Journal of Consumer Research, 40(5), 834–854. DOI: 10.1086/673256
Wilcox, K., Hyeong, M. K., & Sen, S. (2008). Why do consumers buy counterfeit luxury brands. Forthcoming in the Journal of Marketing Research, 46(4), 247–59.
White, K., & Dahl, D. W. (2006). To Be or Not Be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology, 16(4), 404 -13. http://dx.doi.org/10.1207/s15327663jcp1604_11
Workman, J. E., & Lee, S.H. (2011). Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies, 35(1), 50-57. https://doi.org/10.1111/j.1470-6431.2010.00935.x
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior: Attitudes, intentions, and perceived behavioral control. Englewood Cliffs, NJ: Prentice Hall,148-172.
Anderson, J. & Gerbing D. (1988). Structural equation modeling in practice: a review and recommended two step approach. Psychology Bulletin, 103(May), 411 – 23. http://dx.doi.org/10.1037/0033-2909.103.3.411
Ang, S. H., Cheng, P. S., Lim, E. A. C., & Tambyah, S. K. (2001). Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219-235. http://dx.doi.org/10.1108/07363760110392967
Bagheri, M. (2014). Luxury consumer behavior in malaysia: Loud brands vs.Quiet brands. Procedia - Social and Behavioral Sciences, 130,316 – 324.
Bian, X. & Moutinho, L. (2011a). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. European Journal of Marketing, 45(1/2),191-216. DOI 10.1108/03090561111095658
Bian, X., Haque, S., & Smith, A. (2015). Social power,product conspicuousness, and the demand forluxury brand counterfeitproducts. Journal Social Psychology, 54,37–54. http://doi:10.1111/bjso.12073.
Bitner, M. J, Booms BH, & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1):71 – 84.
Cannon, C, Rucker D, D. (2018) The Dark Side of Luxury: Social Costs of Luxury Consumption. Personality and Social Psychology Bulletin 1–13. https://doi.org/10.1177/0146167218796790
Chen, J., Teng, L., Liu, S., & Zhu, H. (2015). Anticipating regret and consumers' preferences for counterfeit luxury products. Journal of Business Research, 68, 507–515. DOI: 10.1016/j.jbusres.2014.09.012
Cheng-Xi Aw, E., Hui-Wen Chuah, S., Sabri, M.F, & Basha, N.K. (2020). Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services, 58 (2021) 102288
Chiu, W., & Leng, H.K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing Logistic, 28 (1), 23–36. DOI: 10.1108/APJML-02-2015-0031
D’Amato, I., & Thanos, P. (2013). Legitimate vs illegitimate: The luxury supply chain and its doppelganger. International Journal of Retail & Distribution Management,41(11/12), 986-1007. https://doi.org/10.1108/IJRDM-01-2013-0015
deMatos, C, A., Cristian, T, I, & Calos Alberto, V.R (2007). Consumer attitudes toward counterfeits: A review and extension. Journal of Consumer Marketing,24(1), 36–47.
Dubois, B., & Duquesne, P. (1992). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44.https://doi.org/10.1108/03090569310024 530.
Eisend, M., & Schuchert-Guller, P. (2006). Explaining counterfeit purchases: a review and preview. Academy of Marketing Science Review, 12, 1-22.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon.Journal of Consumer Psychology, 7(2), 131-57. https://doi.org/10.1207/s15327663jcp0702_02
Fornell, C. & Larcker, D. F. (1981). Evaluating Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. DOI: 10.2307/3151312.
Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W.D., Zhang, Z.J., & Krohmer, H. (2019). The role of brand prominence and extravagance of product design in luxury brand building: what drives consumers’ preferences for loud versus quiet luxury? Journal of Brand Managament, 27, 195–210.
Gumbel, P. (2007). Luxury goes mass market, fortune magazine, the business of luxury. Accessed at http://money.cnn.com/2017/30/magazines/fortune/massvsclass. fortune/ index.htm on August 19, 2021.
Han, S.-L., & Kim, K. (2020). Role of consumption values in the luxury brand experience: moderating effects of category and the generation gap. Journal Retailing Consumer Service, 57, 102249.
Han, Y. J., Nunes, J. C, & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence.Journal of Marketing, 15(74), 15–30. DOI: 10.1509/jmkg.74.4.15
Hernandez, Monica D. & Handan, Vicdan, 2014. "Modeling word of mouth vs. media influence on videogame preorder decisions: A qualitative approach," Journal of Retailing and Consumer Services, 21(3), 401-406.
Hoppe, A., Vieira, L. M., & Barcellos, M. D. (2013). Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour. Revista de Economia e Sociologia Rural, 51(1), 69-90.
Jiang, L., & Cova, V. (2012). Love for luxury, preference for counterfeits – a qualitative study in counterfeit luxury consumption in china. InternationalJournal of Marketing Studies, 4(6),1-9. DOI: 10.5539/ijms.v4n6p1
Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles ResearchJournal, 28(2), 79-94. DOI: 10.1177/0887302X09332513.
Lee, S. H., & Workman, J. E. (2011). Attitudes toward counterfeit purchases and ethical beliefs among korean and american university students. Family and Consumer Sciences Research Journal, 39(3), 289–305. https://doi.org/10.1111/j.1552-3934.2010.02067.x
Li, W., Hardesty, D.M., & Craig, A.W. (2018). The impact of dynamic bundling on price fairness perceptions. Journal of Retailing and Consumer Services, 40 204– 212.
Lieber, C. (2014). Why the $600 billion counterfeit industry is still horrible for fashion. Retrieved December 04, 2017, from https://www.racked.com/2014/12/1/7566859/counterfeitfashiongoodsproductsmuseumexhibit.
Loureiro, S. M. C., Kaufmann, H. R. & Rabino, S. (2014). Intentions to use and recommend to others: An emipircal study of online banking practices in Portugal and Austria. Online Information Review,38(2), 186-208.
Loureiro, S.M.C., Jim´enez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: insight from luxury fashion brands. Journal Retailing Consumer Service, 57, 102211.
McFerran, A.B, Karl Aquino, B. & Tracy, J.L. (2014). Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology,24(4) 455–471. DOI: 10.1016/j.jcps.2014.03.004
MIAP (2016). Counterfeiting is a growing industry in Indonesia.from: https://www.amcham.or.id/en/news/detail/countering-counterfeiting-in-indonesia. Retrieved March 02, 20121
Nelissen, M. A. & Meijers, H.C. (2012). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32(5), 343-55. doi:10.1016/j.evolhumbehav.2010.12.002
Nwankwo,S., Hamelin,N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of Retailer Consumer Service,21(5), 735–744. DOI: 10.1016/j.jretconser.2014.05.003
Perez, M.E., Castan˜o, R., & Quintanilla, C. (2010). Constructing identity through theconsumption of counterfeit luxury goods. Qualitative Market Research: An InternationalJournal,13(3), 219-235. https://doi.org/10.1108/13522751011053608
Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the rarity principle. The Journal of Brand Management, 8(2), 122–138. DOI: 10.1057 /palgrave. bm.2540013
Piff, P. K. (2014). Wealth and the anflated aelf class, entitlement, and narcissism. Personality and Social Psychology Bulletin, 40(1), 34-43. DOI: 10.1177/0146167213501699.
Pino, G., Amatulli, C., Peluso, A.M., Nataraajan, R., & Guido, G. (2019). Brand prominence and social status in luxury consumption: a comparison of emerging and mature markets. Journal Retailing Consumer Services, 46, 163–172.
Poddar,A.,Foreman,J.,Banerjee,S., & Ellen, P. (2012). Exploring the Robin Hood effect: moral profiteering motives for purchasing counterfeit products. Journal Business Research, 65(10),1500–1506. doi:10.1016/j.jbusres.2011.10.017
Ridgeway, C. L., & Walker, H. A. (1995). Status structures in sociological perspectives on social psychology. Upper Saddle River, NJ: Pearson Education, 281-310.
Riquelme, H. E.,& Sayed-Abbas, E. M. (2012). Intention to purchase fakeproducts in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues,5(1), 6-22.
Sharma, P., & Chan, R.Y. (2011). Counterfeit proneness: conceptualization and scale development. Journal Marketing Management,27(5–6), 602–626. doi:10. 1080/0267257X.2010.489829.
Schiffman, L.G. & Kanuk, L.L. (2011). Consumer Behavior 10th Ed. New Jersey Prentice Hall.
Schlegelmilch, B. B., & Stöttinger, B. (1999). Marken produkte: die lust auf das verbotene. Marketing ZFP, 22, 196.
Stöttinger, B., & Penz, E. (2015). Concurrent ownership of brands and counterfeits: conceptualization and temporal transformation from a consumer perspective. Psychology Marketing, 32,373–391. https://doi.org/10.1002/mar.20786
Thaichon, P., & Quach, S. (2016). Dark motives counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services,33, 82–91. DOI: 10.1016/j.jretconser.2016.08.003
Tang, F., Tian, V.I.& Zaichkowshy, J. (2014) Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics, 26(1),4-20.
Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18, 555–561. DOI: 10.1016/j.jretconser.2011.08.004
Üstüner, T. & Thompson, C.J. (2012). How Marketplace Performances Produce Interdependent Status Games and Contested Forms of Symbolic Capital. Journal of Consumer Research, 38(5).
Veblen, T. (1899). The theory of the leisure class. New York: Penguin.
Wang, F., Zhang, H., Zang, H. & Ouyang, M. (2005). Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing, 22(6), 340-351. DOI: 10.1108/07363760510623939
Wang, Y., & Griskevicius,V. (2013). Conspicuous consumption, relationships and rivals: Women's luxury products as signals to other women. Journal of Consumer Research, 40(5), 834–854. DOI: 10.1086/673256
Wilcox, K., Hyeong, M. K., & Sen, S. (2008). Why do consumers buy counterfeit luxury brands. Forthcoming in the Journal of Marketing Research, 46(4), 247–59.
White, K., & Dahl, D. W. (2006). To Be or Not Be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology, 16(4), 404 -13. http://dx.doi.org/10.1207/s15327663jcp1604_11
Workman, J. E., & Lee, S.H. (2011). Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies, 35(1), 50-57. https://doi.org/10.1111/j.1470-6431.2010.00935.x
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2023-09-01
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Purwanto, P., Rahayu, S., & Fitrianti, R. (2023). SOCIAL BEHAVIOR OF DISPLAYING STATUS THROUGH BRANDED GOODS AND BRAND PROMINENCE. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 14(02), 103–114. https://doi.org/10.21009/JRMSI.014.2.09
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