Self and counterfeit consumption in emerging markets

https://doi.org/10.35912/amor.v4i1.1325
Published: Jun 7, 2023

Abstract:

Purpose: This research has focused on independent and interdependent self-concepts of fake self & pretentious consumption in counterfeit consumption. In this research role of self in the case of fake consumption in the emerging market of Bangladesh has been revealed

Research methodology: For this study, qualitative research has been undertaken. Ethnographic and netnographic approaches have been used. Twenty in-depth interviews were conducted with the participants. The participants were approximately equal as far as gender was concerned. The participants were between 20-35 years old; 80% were students, and 20% were employed. The snowball sampling technique was used for sample selection. Participants were selected for the final interview after the initial screening to know the pattern of their behavior, preferences, and experience with counterfeit & luxury brands. The Facebook profiles of these participants were studied to find photos, posts, shares, and preferences for counterfeit and luxury brands.

Results: The results reveal that consumers feel their missing self, which means they understand they don't have appropriate possessions, and the extended self means a self that is created by external objects, some particular possessions considered as a part of them. As a result, they try to show their imaginary self, which means they try to copy others, but when they fail, they start to show their fake self through counterfeit consumption.

Limitations: The research is conducted within Bangladesh only.

Contribution: This research has focused on the patrons of the emerging market of Bangladesh. Findings have been revealed through a projective technique using word and picture associations. The iterative hermeneutic method has been used for data analysis. The research results conclude that variation in self affects the inauthentic consumption behaviors of patrons in the emerging market of Bangladesh.

Keywords:
1. Counterfeit consumption
2. Extended self
3. Fake self
4. Imaginary self
5. Missing self
Authors:
1 . Moutusi Tanha
University of Canterbury, Christchurch, New Zealand
2 . Akib Mahumd
Faculty of Business Studies, University of Dhaka, Bangladesh
3 . Mahfuza Sultana
Faculty of Business Studies, University of Dhaka, Bangladesh
4 . Tozim Chakma
Faculty of Business Studies, University of Dhaka, Bangladesh
5 . Emam Mehede Hassan
Faculty of Business Studies, University of Dhaka, Bangladesh
6 . Sajid A. Mabud
Faculty of Business Studies, University of Dhaka, Bangladesh
7 . Md. Ferdous Rahman Razon
Faculty of Business Studies, University of Dhaka, Bangladesh
8 . Sheikh Shahanewaz parvez
Faculty of Business Studies, University of Dhaka, Bangladesh
9 . Azmol Hossain Joy
Faculty of Business Studies, University of Dhaka, Bangladesh
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How to Cite
Tanha, M., Mahumd, A., Sultana, M., Chakma, T., Hassan, E. M., Mabud, S. A., Razon, M. F. R., parvez, S. S., & Joy, A. H. (2023). Self and counterfeit consumption in emerging markets. Annals of Management and Organization Research, 4(1), 47–64. https://doi.org/10.35912/amor.v4i1.1325
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Issue & Section
Vol. 4 No. 1 (2022): August
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Ali, E. (2021). The impacts of Triple-A supply chain on supply chain performance in Ethiopian textile share company. International Journal of Financial, Accounting, and Management, 3(3), 245-258.

    Alsaid, K. N., & Saleh, M. A. H. (2019). Perceived Value and Purchase Intention of Counterfeit Luxury Brands: Testing the Moderation of Materialism. Amity Journal of Marketing, 4(1), 1-17.

    Amar, M., Ariely, D., Carmon, Z., & Yang, H. (2018). How counterfeits infect genuine products: The role of moral disgust. Journal of Consumer Psychology, 28(2), 329-343.

    Amegayibor, G. K. (2021). Leadership styles and employees' performance: A case of family-owned manufacturing company, Cape Coast. International Journal of Financial, Accounting, and Management, 3(2), 149-164.

    Aslam, M. S. A. (2021). The Impact of Counterfeit Brands on consumer acceptance of Original Brand: Exploring Mobile Phone Market of Lahore, Pakistan. Department of Management science, COMSATS University Lahore.

    Barnes, Z. (2016). 9 Ways To Fake Confidence Until You Actually Believe It.

    Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research.

    Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of brand Management, 27, 438-451.

    Bian, X., & Veloutsou, C. (2017). Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China Advances in Chinese brand management (pp. 331-350): Springer.

    Chen, D., Qu, W., Xiang, Y., Zhao, J., & Shen, G. (2019). People of lower social status are more sensitive to hedonic product information—electrophysiological evidence from an ERP study. Frontiers in human neuroscience, 13, 147.

    Chen, J., Teng, L., & Liao, Y. (2018). Counterfeit luxuries: does moral reasoning strategy influence consumers’ pursuit of counterfeits? Journal of Business Ethics, 151, 249-264.

    Chigora, F., Kapesa, T., & Svongoro, P. (2021). Revisiting nation branding: An infrastructure financing perspective in Zimbabwe. International Journal of Financial, Accounting, and Management, 3(2), 179-192.

    Commuri, S. (2009). The impact of counterfeiting on genuine-item consumers’ brand relationships. Journal of marketing, 73(3), 86-98.

    Davidson, A., Nepomuceno, M. V., & Laroche, M. (2019). Shame on you: when materialism leads to purchase intentions toward counterfeit products. Journal of Business Ethics, 155, 479-494.

    Derné, S. (1992). Beyond institutional and impulsive conceptions of self: Family structure and the socially anchored real self. Ethos, 20(3), 259-288.

    Eastman, J. K., Shin, H., & Ruhland, K. (2020). The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands. Psychology & marketing, 37(1), 56-73.

    Eisend, M. (2019). Morality effects and consumer responses to counterfeit and pirated products: A meta-analysis. Journal of Business Ethics, 154, 301-323.

    Eisend, M., Hartmann, P., & Apaolaza, V. (2017). Who buys counterfeit luxury brands? A meta-analytic synthesis of consumers in developing and developed markets. Journal of international marketing, 25(4), 89-111.

    Elsantil, Y. G., & Hamza, E. G. A. (2021). A review of internal and external factors underlying the purchase of counterfeit products. Academy of Strategic Management Journal, 20(1), 1-13.

    Fahim, A. Y., Al Mamun, A., Hossain, A., Chakma, T., & Hassan, E. M. (2022). Unpacking Brand Imperialism in Bangladesh: Emerging Market Perspective. International Journal of Financial, Accounting, and Management, 4(2), 219-239.

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    Haque, A., Anwar, N., & Sarwar, A. (2015). The effect of country of origin image, ethnocentrism, and religiosity on purchase intentions: An empirical investigation on Bangladeshi consumers. Indian Journal of Marketing, 45(10), 23-35.

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    Jain, K., Gautam, S., & Pasricha, D. (2018). The pleasure and the guilt-Impulse purchase and post purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3), 49-63.

    Jamal, Z. B., Islam, S., & Barua, P. (2016). Analyzing Factors that Affect Green Purchase Behavior: From the Context of Bangladeshi Consumers. J. Econ. Bus. Manag, 4, 611-617.

    Junejo, I., Sohu, J. M., Ali, S. H., Qureshi, S., & Shaikh, S. A. (2020). A Study of Consumer Attitude Towards Counterfeit Fashion Luxurious Products: The Mediating role of Purchase Intention. Sukkur IBA Journal of Management and Business, 7(1), 1-18.

    Kabir, M. R., & Islam, S. (2022). Behavioural intention to purchase organic food: Bangladeshi consumers' perspective. British Food Journal, 124(3), 754-774.

    Khan, S., Fazili, A. I., & Bashir, I. (2021). Counterfeit luxury consumption: A review and research agenda. Journal of Consumer Behaviour, 20(2), 337-367.

    Le Roux, A., Bobrie, F., & Thébault, M. (2016). A typology of brand counterfeiting and imitation based on a semiotic approach. Journal of Business Research, 69(1), 349-356.

    Liviani, R., & Rachman, Y. T. (2021). The influence of leverage, sales growth, and dividend policy on company value. International Journal of Financial, Accounting, and Management, 3(2), 165-178.

    Malik, A., Merunka, D., Akram, M. S., Barnes, B. R., & Chen, A. (2020). Self?concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market. Psychology & marketing, 37(10), 1378-1395.

    Mannay, D., & Morgan, M. (2015). Doing ethnography or applying a qualitative technique? Reflections from the ‘waiting field’. Qualitative research, 15(2), 166-182.

    Manolica, A., Cluci, M.-I., & Roman, T. (2021). The Consumer Explained through the Extended-Self. Ovidius University Annals, Series Economic Sciences, 21(1).

    Ozgen, O., & Esiyok, E. (2020). Consumer ethics, materialism and material satisfaction: A study on Turkish adolescent consumers. International Journal of Consumer Studies, 44(1), 14-24.

    Perez, M. E., Castaño, R., & Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal, 13(3), 219-235.

    Purwanto, P., Margiati, L., Kuswandi, K., & Prasetyo, B. (2019). Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence. Business: Theory and Practice, 20, 208-215.

    Qin, Y., Shi, L. H., Song, L., Stöttinger, B., & Tan, K. F. (2018). Integrating consumers’ motives with suppliers’ solutions to combat Shanzhai: A phenomenon beyond counterfeit. Business horizons, 61(2), 229-237.

    Rosely, N., Yusof, R. N. R., & Hashim, H. (2022). The Role of Counterfeit Consumption on Consumers’ Psychological Needs Satisfaction.

    Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual?ideal self?discrepancy leads to counterfeit luxury purchase intention: a moderated mediation model. International Journal of Consumer Studies, 46(3), 818-830.

    Shanjabin, S., & Oyshi, A. H. (2021). The comparative analysis of FMCG enterprises' vision, mission, and core values focusing on strategic human resources. International Journal of Financial, Accounting, and Management, 3(2), 115-128.

    Shawon, S. S., Hasan, M. A., Nayeem, A. R., & Uddin, M. B. (2018). Online Purchasing Behavior among Bangladeshi Young Generation: Influencing Factors and Impact. Asian Business Review, 8(3), # 17-128.

    Sparby, T., Edelhäuser, F., & Weger, U. W. (2019). The true self. Critique, nature, and method. Frontiers in psychology, 10, 2250.

    Strohminger, N., Knobe, J., & Newman, G. (2017). The true self: A psychological concept distinct from the self. Perspectives on Psychological Science, 12(4), 551-560.

    Stuppy, A., Mead, N. L., & Van Osselaer, S. M. (2020). I am, therefore I buy: Low self-esteem and the pursuit of self-verifying consumption. Journal of Consumer Research, 46(5), 956-973.

    Tang, F., Tian, V.-I., & Zaichkowsky, J. (2014). Understanding counterfeit consumption. Asia Pacific journal of marketing and logistics.

    Tunçel, N. (2022). Willingness to purchase counterfeit luxury brands: A cross?cultural comparison. International Journal of Consumer Studies, 46(2), 494-514.

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    Varela, M., Lopes, P., & Mendes, R. (2021). Luxury brand consumption and counterfeiting: A case study of the Portuguese market. Innovative Marketing, 17(3), 45.

    Wang, Y. (2019). The Influence of Self-concept on Inconspicuous Consumption of Luxury Brand Counterfeits. International Journal of Business and Management Invention (IJBMI), 8(12).

    Wong, K. H., Chang, H. H., & Yeh, C. H. (2019). The effects of consumption values and relational benefits on smartphone brand switching behavior. Information Technology & People, 32(1), 217-243.

    Wu, Q., & Zhao, S. (2021). Determinants of consumers’ willingness to buy counterfeit luxury products: An empirical test of linear and inverted u-shaped relationship. Sustainability, 13(3), 1194.

    Zahavi, D. (2017). Thin, thinner, thinnest: Defining the minimal self. Embodiment, enaction, and culture: Investigating the constitution of the shared world, 193-199.

  1. Akter, S. (2021). Companies’ vision, mission, and core values focus on human resource management. International Journal of Financial, Accounting, and Management, 2(4), 343-355.
  2. Ali, E. (2021). The impacts of Triple-A supply chain on supply chain performance in Ethiopian textile share company. International Journal of Financial, Accounting, and Management, 3(3), 245-258.
  3. Alsaid, K. N., & Saleh, M. A. H. (2019). Perceived Value and Purchase Intention of Counterfeit Luxury Brands: Testing the Moderation of Materialism. Amity Journal of Marketing, 4(1), 1-17.
  4. Amar, M., Ariely, D., Carmon, Z., & Yang, H. (2018). How counterfeits infect genuine products: The role of moral disgust. Journal of Consumer Psychology, 28(2), 329-343.
  5. Amegayibor, G. K. (2021). Leadership styles and employees' performance: A case of family-owned manufacturing company, Cape Coast. International Journal of Financial, Accounting, and Management, 3(2), 149-164.
  6. Aslam, M. S. A. (2021). The Impact of Counterfeit Brands on consumer acceptance of Original Brand: Exploring Mobile Phone Market of Lahore, Pakistan. Department of Management science, COMSATS University Lahore.
  7. Barnes, Z. (2016). 9 Ways To Fake Confidence Until You Actually Believe It.
  8. Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research.
  9. Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of brand Management, 27, 438-451.
  10. Bian, X., & Veloutsou, C. (2017). Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China Advances in Chinese brand management (pp. 331-350): Springer.
  11. Chen, D., Qu, W., Xiang, Y., Zhao, J., & Shen, G. (2019). People of lower social status are more sensitive to hedonic product information—electrophysiological evidence from an ERP study. Frontiers in human neuroscience, 13, 147.
  12. Chen, J., Teng, L., & Liao, Y. (2018). Counterfeit luxuries: does moral reasoning strategy influence consumers’ pursuit of counterfeits? Journal of Business Ethics, 151, 249-264.
  13. Chigora, F., Kapesa, T., & Svongoro, P. (2021). Revisiting nation branding: An infrastructure financing perspective in Zimbabwe. International Journal of Financial, Accounting, and Management, 3(2), 179-192.
  14. Commuri, S. (2009). The impact of counterfeiting on genuine-item consumers’ brand relationships. Journal of marketing, 73(3), 86-98.
  15. Davidson, A., Nepomuceno, M. V., & Laroche, M. (2019). Shame on you: when materialism leads to purchase intentions toward counterfeit products. Journal of Business Ethics, 155, 479-494.
  16. Derné, S. (1992). Beyond institutional and impulsive conceptions of self: Family structure and the socially anchored real self. Ethos, 20(3), 259-288.
  17. Eastman, J. K., Shin, H., & Ruhland, K. (2020). The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands. Psychology & marketing, 37(1), 56-73.
  18. Eisend, M. (2019). Morality effects and consumer responses to counterfeit and pirated products: A meta-analysis. Journal of Business Ethics, 154, 301-323.
  19. Eisend, M., Hartmann, P., & Apaolaza, V. (2017). Who buys counterfeit luxury brands? A meta-analytic synthesis of consumers in developing and developed markets. Journal of international marketing, 25(4), 89-111.
  20. Elsantil, Y. G., & Hamza, E. G. A. (2021). A review of internal and external factors underlying the purchase of counterfeit products. Academy of Strategic Management Journal, 20(1), 1-13.
  21. Fahim, A. Y., Al Mamun, A., Hossain, A., Chakma, T., & Hassan, E. M. (2022). Unpacking Brand Imperialism in Bangladesh: Emerging Market Perspective. International Journal of Financial, Accounting, and Management, 4(2), 219-239.
  22. Gjerde, P. F., & Onishi, M. (2000). Selves, cultures, and nations. Human Development, 43(4/5), 216-226.
  23. Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self?monitoring and public/private consumption. Psychology & marketing, 13(5), 481-499.
  24. Haque, A., Anwar, N., & Sarwar, A. (2015). The effect of country of origin image, ethnocentrism, and religiosity on purchase intentions: An empirical investigation on Bangladeshi consumers. Indian Journal of Marketing, 45(10), 23-35.
  25. Harwood, E. M. (2009). Data Collection Methods Series Part 3: Developing Protocols for Collecting Data Data Collection Methods Series: Wound, Ostonomy and Continence Nurses Society.
  26. Higgins, E. T. (1987). Self-discrepancy: a theory relating self and affect. Psychological review, 94(3), 319.
  27. Huang, D. (2021). Beyond the Minimal Self.
  28. Jain, K., Gautam, S., & Pasricha, D. (2018). The pleasure and the guilt-Impulse purchase and post purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3), 49-63.
  29. Jamal, Z. B., Islam, S., & Barua, P. (2016). Analyzing Factors that Affect Green Purchase Behavior: From the Context of Bangladeshi Consumers. J. Econ. Bus. Manag, 4, 611-617.
  30. Junejo, I., Sohu, J. M., Ali, S. H., Qureshi, S., & Shaikh, S. A. (2020). A Study of Consumer Attitude Towards Counterfeit Fashion Luxurious Products: The Mediating role of Purchase Intention. Sukkur IBA Journal of Management and Business, 7(1), 1-18.
  31. Kabir, M. R., & Islam, S. (2022). Behavioural intention to purchase organic food: Bangladeshi consumers' perspective. British Food Journal, 124(3), 754-774.
  32. Khan, S., Fazili, A. I., & Bashir, I. (2021). Counterfeit luxury consumption: A review and research agenda. Journal of Consumer Behaviour, 20(2), 337-367.
  33. Le Roux, A., Bobrie, F., & Thébault, M. (2016). A typology of brand counterfeiting and imitation based on a semiotic approach. Journal of Business Research, 69(1), 349-356.
  34. Liviani, R., & Rachman, Y. T. (2021). The influence of leverage, sales growth, and dividend policy on company value. International Journal of Financial, Accounting, and Management, 3(2), 165-178.
  35. Malik, A., Merunka, D., Akram, M. S., Barnes, B. R., & Chen, A. (2020). Self?concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market. Psychology & marketing, 37(10), 1378-1395.
  36. Mannay, D., & Morgan, M. (2015). Doing ethnography or applying a qualitative technique? Reflections from the ‘waiting field’. Qualitative research, 15(2), 166-182.
  37. Manolica, A., Cluci, M.-I., & Roman, T. (2021). The Consumer Explained through the Extended-Self. Ovidius University Annals, Series Economic Sciences, 21(1).
  38. Ozgen, O., & Esiyok, E. (2020). Consumer ethics, materialism and material satisfaction: A study on Turkish adolescent consumers. International Journal of Consumer Studies, 44(1), 14-24.
  39. Perez, M. E., Castaño, R., & Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal, 13(3), 219-235.
  40. Purwanto, P., Margiati, L., Kuswandi, K., & Prasetyo, B. (2019). Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence. Business: Theory and Practice, 20, 208-215.
  41. Qin, Y., Shi, L. H., Song, L., Stöttinger, B., & Tan, K. F. (2018). Integrating consumers’ motives with suppliers’ solutions to combat Shanzhai: A phenomenon beyond counterfeit. Business horizons, 61(2), 229-237.
  42. Rosely, N., Yusof, R. N. R., & Hashim, H. (2022). The Role of Counterfeit Consumption on Consumers’ Psychological Needs Satisfaction.
  43. Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual?ideal self?discrepancy leads to counterfeit luxury purchase intention: a moderated mediation model. International Journal of Consumer Studies, 46(3), 818-830.
  44. Shanjabin, S., & Oyshi, A. H. (2021). The comparative analysis of FMCG enterprises' vision, mission, and core values focusing on strategic human resources. International Journal of Financial, Accounting, and Management, 3(2), 115-128.
  45. Shawon, S. S., Hasan, M. A., Nayeem, A. R., & Uddin, M. B. (2018). Online Purchasing Behavior among Bangladeshi Young Generation: Influencing Factors and Impact. Asian Business Review, 8(3), # 17-128.
  46. Sparby, T., Edelhäuser, F., & Weger, U. W. (2019). The true self. Critique, nature, and method. Frontiers in psychology, 10, 2250.
  47. Strohminger, N., Knobe, J., & Newman, G. (2017). The true self: A psychological concept distinct from the self. Perspectives on Psychological Science, 12(4), 551-560.
  48. Stuppy, A., Mead, N. L., & Van Osselaer, S. M. (2020). I am, therefore I buy: Low self-esteem and the pursuit of self-verifying consumption. Journal of Consumer Research, 46(5), 956-973.
  49. Tang, F., Tian, V.-I., & Zaichkowsky, J. (2014). Understanding counterfeit consumption. Asia Pacific journal of marketing and logistics.
  50. Tunçel, N. (2022). Willingness to purchase counterfeit luxury brands: A cross?cultural comparison. International Journal of Consumer Studies, 46(2), 494-514.
  51. Turunen, L. L. M., & Laaksonen, P. (2011). Diffusing the boundaries between luxury and counterfeits. Journal of Product & Brand Management, 20(6), 468-474.
  52. Varela, M., Lopes, P., & Mendes, R. (2021). Luxury brand consumption and counterfeiting: A case study of the Portuguese market. Innovative Marketing, 17(3), 45.
  53. Wang, Y. (2019). The Influence of Self-concept on Inconspicuous Consumption of Luxury Brand Counterfeits. International Journal of Business and Management Invention (IJBMI), 8(12).
  54. Wong, K. H., Chang, H. H., & Yeh, C. H. (2019). The effects of consumption values and relational benefits on smartphone brand switching behavior. Information Technology & People, 32(1), 217-243.
  55. Wu, Q., & Zhao, S. (2021). Determinants of consumers’ willingness to buy counterfeit luxury products: An empirical test of linear and inverted u-shaped relationship. Sustainability, 13(3), 1194.
  56. Zahavi, D. (2017). Thin, thinner, thinnest: Defining the minimal self. Embodiment, enaction, and culture: Investigating the constitution of the shared world, 193-199.