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

Bian, Xuemei, Haque, Sadia and Smith, Andrew (2015) Social power, product conspicuousness, and the demand for luxury brand counterfeit products. British Journal of Social Psychology, 54 (1). pp. 37-54. ISSN 0144-6665

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Abstract

The aim of this article is twofold: (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, J. Consum. Res., 35, 257–267) and Rucker and Galinsky (2009, J. Exp. Soc. Psychol., 45, 549–555). 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.

Item Type:	Article
Uncontrolled Keywords:	social power, luxury brand counterfeit products, conspicuous product of a brand, luxury brand genuine products,status products; purchase propensity
Subjects:	C800 Psychology N500 Marketing
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Ay Okpokam
Date Deposited:	04 Dec 2017 16:20
Last Modified:	19 Nov 2019 09:04
URI:	http://nrl.northumbria.ac.uk/id/eprint/32724

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