The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries

Elfriede Penz, Wirtschaftsuniversitaet Wien, Austria
Barbara Stoettinger, Wirtschaftsuniversitaet Wien, Austria
This paper aims to broaden the knowledge on why consumers buy counterfeit products, a global concern to manufacturers of original products. Extended through the concept of self-identity, the Theory of Planned Behavior is used as theoretical underpinning in a seven-country study. Overall, findings support the usefulness of the extended TBP to explain the demand for fakes in a multi-country setting. A more in-depth look into individual linkages reveals national idiosyncrasies and provides interesting avenues for future research.
[ to cite ]:
Elfriede Penz and Barbara Stoettinger (2009) ,"The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 610-612.