A cross-national examination of consumer perceived risk in the context of non-deceptive counterfeit brands

Veloutsou, Cleopatra and Bian, Xuemei (2008) A cross-national examination of consumer perceived risk in the context of non-deceptive counterfeit brands. Journal of Consumer Behaviour, 7 (1). pp. 3-20. ISSN 1472-0817

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Abstract

This study investigates the relationships between six identified dimensions of perceived risk and the overall risk, and also their explanatory power to the overall risk when purchasing counterfeit brands in two different contexts. Using a self-administered instrument, a total of 525 responses were collected, 230 from the UK and 295 from China. The results support the hypothesised significant interrelationship between the dimensions of perceived risk in both contexts. However there are some differences. The models have a different exploratory power, with the one based on the British sample being stronger, while a somewhat different combination of the risk dimensions seems to predict the overall risk in each context. The psychological risk is the only dimension of risk that with no doubt contributes to the formation of the overall risk in both contexts. Although one could argue that when purchasing counterfeits social risk could be an issue, the evidence reported in this study does not support the view.

Item Type:	Article
Subjects:	N500 Marketing
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Ay Okpokam
Date Deposited:	06 Dec 2017 12:36
Last Modified:	19 Nov 2019 09:05
URI:	http://nrl.northumbria.ac.uk/id/eprint/32746

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