Trending copy culture of Bangladesh: Brand product perspective

https://doi.org/10.35912/amor.v4i2.1514
Published: Jul 13, 2023

Abstract:

Purpose: This study aims to reveal the copy culture of Bangladesh.

Research methodology: Qualitative research was designed for this study, and an ethnographic approach was used for data collection along with in-depth interviews with copy brand users. The judgmental and snowball sampling methods were used in this study. Semi-structured questionnaires and mostly open-ended questions were designed based on the objectives of this study.

Results: The findings were analyzed under three main themes: Copying Us or copying them, Consumer Subjectivity as individuals, and Fragmented Authenticity.

Limitations: Due to financial and time constraints, this research focused only on the capital city of Dhaka. In the case of broader research, this study can be analyzed in other regions of the country, which will provide a wide range of information regarding copy-culture attitudes.

Contribution: In Bangladesh, people follow foreign trends and famous people’s lifestyles through copy brands. This study defines how and why copying culture encourages people to purchase from the local market. The reason that allures customers to buy replicate products is the availability and affordable price of the product, which is at a time creatively designed likely to match the original version.

Novelty: This study can help others to take decisions based on the findings on copy culture.

Keywords:
1. Counterfeit
2. Brand
3. Consumption
4. Lifestyle
5. Luxury
Authors:
1 . Moutusi Tanha
University of Canterbury, Christchurch, New Zealand
2 . Md. Al Sabahel
Department of Business Administration University of Global Village (UGV), Barishal, Bangladesh
3 . Md. Ruhul Amin
Department of Marketing Faculty of Business Administration Islamic University, Bangladesh
4 . Md. Shahjahan Khandakar
University of Dhaka, Shahbag, Dhaka, Bangladesh
5 . Nayem Mahmud Bhuiyan
Department of Finance Army Institute of Business Administration, Bangladesh
6 . Md. Yeamin Masum
Department of Tourism and Hospitality Management , Islamic University, Bangladesh
7 . Jawad Md. Asadullah
Department of International Business, University of Dhaka, Bangladesh
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How to Cite
Tanha, M., Sabahel , M. A., Amin, M. R., Khandakar, M. S., Bhuiyan , N. M., Masum, M. Y., & Asadullah, J. M. (2023). Trending copy culture of Bangladesh: Brand product perspective. Annals of Management and Organization Research, 4(2), 89–107. https://doi.org/10.35912/amor.v4i2.1514
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Issue & Section
Vol. 4 No. 2 (2022): November
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Astalin, P. K. (2013). Qualitative research designs: A conceptual framework. International journal of social science & interdisciplinary research, 2(1), 118-124.

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    Chand, V. S., & Fei, C. (2021). Self?brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411.

    Chen, H., Long, R., Niu, W., Feng, Q., & Yang, R. (2014). How does individual low-carbon consumption behavior occur?–An analysis based on attitude process. Applied Energy, 116, 376-386.

    Dent, A. S. (2012). Piracy, circulatory legitimacy, and neoliberal subjectivity in Brazil. Cultural Anthropology, 27(1), 28-49.

    Egbunike, C. F., & Oranefo, P. C. (2023). Macroeconomic factor, firm characteristics and inventory holding in Nigeria: A quantile regression approach. International Journal of Financial, Accounting, and Management, 5(1), 1-17.

    Fabian, A. A., & Ibrahim, I. O. (2022). Microfinance Financial Strategies and Business Growth of Women Entrepreneurs in Gboko, Benue State Nigeria.

    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.

    Farhat, S., & Chaabouni, A. (2021). Segmentation proposal of counterfeit luxury consumers regarding the purchase intention. Luxury Research Journal, 2(1-2), 86-98.

    Faruqui, M. F., Hoque, M. A., & Hride, F. T. (2017). Customer Response towards Non-deceptive Counterfeit Brands. Review of Social Sciences, 2(1), 52-61.

    Fink, C., Maskus, K. E., & Qian, Y. (2016). The economic effects of counterfeiting and piracy: A review and implications for developing countries. The world bank research observer, 31(1), 1-28.

    Gervais, D. J. (2017). Intellectual property, trade & development: The state of play The Regulation of Services and Intellectual Property (pp. 323-353): Routledge.

    Guin, U., Huang, K., DiMase, D., Carulli, J. M., Tehranipoor, M., & Makris, Y. (2014). Counterfeit integrated circuits: A rising threat in the global semiconductor supply chain. Proceedings of the IEEE, 102(8), 1207-1228.

    Harun, A., Mahmud, M., Othman, B., Ali, R., & Ismael, D. (2020). Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude. Management Science Letters, 10(1), 13-28.

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    Hutabarat, Z. (2022). Effect of Product Quality, Advertisement, and Brand Image on Purchase Decision Mediated By Customer Value of Louis Vuitton at Jabodetabek. BASKARA: Journal of Business and Entrepreneurship, 4(2), 58-71.

    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.

    Khalid, N. R., Wel, C. A. C., Mokhtaruddin, S. A., & Alam, S. S. (2018). The influence of self-congruity on purchase intention for cosmetic merchandises. International Journal of Academic Research in Business and Social Sciences, 8(4), 933-945.

    Memushi, A. (2016). Conspicuous consumption of luxury goods: literature review of theoretical and empirical evidences: SSRN.

    Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis (Vol. 19, pp. 129-132): Sage Publications Sage UK: London, England.

    Oranefo, P. C., & Egbunike, C. F. (2023). Gearing ratio and operating cash flow performance of quoted manufacturing firms in Nigeria. International Journal of Financial, Accounting, and Management, 4(4), 395-410.

    Pathak, A., Velasco, C., & Calvert, G. A. (2019). Identifying counterfeit brand logos: On the importance of the first and last letters of a logotype. European Journal of Marketing, 53(10), 2109-2125.

    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.

    Rahman, H., & Rahman, H. (2020). Culture of Copying and Copying of Culture: Media “Piracy” in Bangladesh. Consuming Cultural Hegemony: Bollywood in Bangladesh, 125-149.

    Romani, S., Gistri, G., & Pace, S. (2012). When counterfeits raise the appeal of luxury brands. Marketing Letters, 23, 807-824.

    Roose, H., Van Eijck, K., & Lievens, J. (2012). Culture of distinction or culture of openness? Using a social space approach to analyze the social structuring of lifestyles. Poetics, 40(6), 491-513.

    Roy, S. K. (2023). Impact of SMS advertising on purchase intention for young consumers. International Journal of Financial, Accounting, and Management, 4(4), 427-447.

    Seneviratne, S. C., & Colombage, L. (2023). The impact of User-Characteristics and Organizational-Characteristics on End-user Satisfaction with Enterprise Resource Planning (ERP) systems. International Journal of Financial, Accounting, and Management, 5(1), 75-95.

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

    Tseng, W.-Y., Chiu, W., & Leng, H. K. (2021). A comparative study of consumers' intention to purchase counterfeit outdoor products in Taiwan and Hong Kong. Journal of Asian Business and Economic Studies, 28(3), 162-176.

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

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

    Wo?niak, M. (2018). “I” and “Me”: the self in the context of consciousness. Frontiers in psychology, 9, 1656.

    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.

    Yang, F. (2015). Faked in China: Nation branding, counterfeit culture, and globalization: Indiana University Press.

  1. Alvindra, A., Hutagalung, S. S., & Sutiyoso, B. U. (2023). Forecasting of local tax realization with least square method in Tanggamus Regency. International Journal of Financial, Accounting, and Management, 5(1), 59-73.
  2. Astalin, P. K. (2013). Qualitative research designs: A conceptual framework. International journal of social science & interdisciplinary research, 2(1), 118-124.
  3. Basu, M. M., Basu, S., & Lee, J. (2015). Factors influencing consumer's intention to buy counterfeit products.
  4. 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.
  5. Bian, X., Haque, S., & Smith, A. (2015). Social power, product conspicuousness, and the demand for luxury brand counterfeit products. British Journal of Social Psychology, 54(1), 37-54.
  6. Campbell, C., & Campbell, C. (2021). Conspicuous Confusion? A Critique of Veblen’s Theory of Conspicuous Consumption. Consumption and Consumer Society: The Craft Consumer and Other Essays, 49-66.
  7. Chand, V. S., & Fei, C. (2021). Self?brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411.
  8. Chen, H., Long, R., Niu, W., Feng, Q., & Yang, R. (2014). How does individual low-carbon consumption behavior occur?–An analysis based on attitude process. Applied Energy, 116, 376-386.
  9. Dent, A. S. (2012). Piracy, circulatory legitimacy, and neoliberal subjectivity in Brazil. Cultural Anthropology, 27(1), 28-49.
  10. Egbunike, C. F., & Oranefo, P. C. (2023). Macroeconomic factor, firm characteristics and inventory holding in Nigeria: A quantile regression approach. International Journal of Financial, Accounting, and Management, 5(1), 1-17.
  11. Fabian, A. A., & Ibrahim, I. O. (2022). Microfinance Financial Strategies and Business Growth of Women Entrepreneurs in Gboko, Benue State Nigeria.
  12. 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.
  13. Farhat, S., & Chaabouni, A. (2021). Segmentation proposal of counterfeit luxury consumers regarding the purchase intention. Luxury Research Journal, 2(1-2), 86-98.
  14. Faruqui, M. F., Hoque, M. A., & Hride, F. T. (2017). Customer Response towards Non-deceptive Counterfeit Brands. Review of Social Sciences, 2(1), 52-61.
  15. Fink, C., Maskus, K. E., & Qian, Y. (2016). The economic effects of counterfeiting and piracy: A review and implications for developing countries. The world bank research observer, 31(1), 1-28.
  16. Gervais, D. J. (2017). Intellectual property, trade & development: The state of play The Regulation of Services and Intellectual Property (pp. 323-353): Routledge.
  17. Guin, U., Huang, K., DiMase, D., Carulli, J. M., Tehranipoor, M., & Makris, Y. (2014). Counterfeit integrated circuits: A rising threat in the global semiconductor supply chain. Proceedings of the IEEE, 102(8), 1207-1228.
  18. Harun, A., Mahmud, M., Othman, B., Ali, R., & Ismael, D. (2020). Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude. Management Science Letters, 10(1), 13-28.
  19. Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238.
  20. Hutabarat, Z. (2022). Effect of Product Quality, Advertisement, and Brand Image on Purchase Decision Mediated By Customer Value of Louis Vuitton at Jabodetabek. BASKARA: Journal of Business and Entrepreneurship, 4(2), 58-71.
  21. 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.
  22. Khalid, N. R., Wel, C. A. C., Mokhtaruddin, S. A., & Alam, S. S. (2018). The influence of self-congruity on purchase intention for cosmetic merchandises. International Journal of Academic Research in Business and Social Sciences, 8(4), 933-945.
  23. Memushi, A. (2016). Conspicuous consumption of luxury goods: literature review of theoretical and empirical evidences: SSRN.
  24. Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis (Vol. 19, pp. 129-132): Sage Publications Sage UK: London, England.
  25. Oranefo, P. C., & Egbunike, C. F. (2023). Gearing ratio and operating cash flow performance of quoted manufacturing firms in Nigeria. International Journal of Financial, Accounting, and Management, 4(4), 395-410.
  26. Pathak, A., Velasco, C., & Calvert, G. A. (2019). Identifying counterfeit brand logos: On the importance of the first and last letters of a logotype. European Journal of Marketing, 53(10), 2109-2125.
  27. 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.
  28. Rahman, H., & Rahman, H. (2020). Culture of Copying and Copying of Culture: Media “Piracy” in Bangladesh. Consuming Cultural Hegemony: Bollywood in Bangladesh, 125-149.
  29. Romani, S., Gistri, G., & Pace, S. (2012). When counterfeits raise the appeal of luxury brands. Marketing Letters, 23, 807-824.
  30. Roose, H., Van Eijck, K., & Lievens, J. (2012). Culture of distinction or culture of openness? Using a social space approach to analyze the social structuring of lifestyles. Poetics, 40(6), 491-513.
  31. Roy, S. K. (2023). Impact of SMS advertising on purchase intention for young consumers. International Journal of Financial, Accounting, and Management, 4(4), 427-447.
  32. Seneviratne, S. C., & Colombage, L. (2023). The impact of User-Characteristics and Organizational-Characteristics on End-user Satisfaction with Enterprise Resource Planning (ERP) systems. International Journal of Financial, Accounting, and Management, 5(1), 75-95.
  33. Sparby, T., Edelhäuser, F., & Weger, U. W. (2019). The true self. Critique, nature, and method. Frontiers in psychology, 10, 2250.
  34. Tseng, W.-Y., Chiu, W., & Leng, H. K. (2021). A comparative study of consumers' intention to purchase counterfeit outdoor products in Taiwan and Hong Kong. Journal of Asian Business and Economic Studies, 28(3), 162-176.
  35. Tunçel, N. (2022). Willingness to purchase counterfeit luxury brands: A cross?cultural comparison. International Journal of Consumer Studies, 46(2), 494-514.
  36. Varela, M., Lopes, P., & Mendes, R. (2021). Luxury brand consumption and counterfeiting: A case study of the Portuguese market. Innovative Marketing, 17(3), 45.
  37. Wo?niak, M. (2018). “I” and “Me”: the self in the context of consciousness. Frontiers in psychology, 9, 1656.
  38. 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.
  39. Yang, F. (2015). Faked in China: Nation branding, counterfeit culture, and globalization: Indiana University Press.