Unpacking Brand Imperialism in Bangladesh: Emerging Market Perspective

https://doi.org/10.35912/ijfam.v4i2.863
Published: Sep 6, 2022

Abstract:

Purpose: The main purpose of this article is to understand the meaning of counterfeit consumption from less affluent consumers’ perspectives.

Methodology A qualitative research process was taken as a means to conduct this study, and the data is collected using an ethnographic and ethnographic approach. An iterative hermeneutic process is followed to analyze the data collected.

Results: The study revealed that less affluent people use counterfeit products mainly to reflect abhorrent sentiments toward foreign brands. This abhorrence leads to building resistance and resilience, which is primarily the production of counterfeit products.

Limitations: The significance of this research paper can be limited by the respondent sample size, which was not so large for concluding. Moreover, the data were only collected from the respondents of Dhaka City because of its time limitation, which results in making our study narrow.

Contribution: This study will help scholars and academicians as well as market researchers to get depth understanding of why counterfeit consumption is acceptable to less affluent consumers. And, this empirical study will also have detailed the perceptions of less affluent customers regarding the consumption of foreign brands. As no prior papers have discussed the different aspects of counterfeit consumption by less affluent consumers, this paper will add new insight into the topic of academia.

Keywords:
1. Brand Imperialism
2. Counterfeit
3. Colonialism
4. Oppression
5. Exploitation
Authors:
1 . Ather Yeasir Fahim
MBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0001-7593-7947
2 . Abdullah Al Mamun
BBA, MBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0003-4570-3706
3 . Dil Afrooz Khushee
BBA, MBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0001-9003-2644
4 . Arshadul Hossain
BBA, MBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0001-9003-2644
5 . Tozim Chakma
BBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0001-8438-0239
6 . Emam Mehede Hassan
BBA, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
https://orcid.org/0000-0001-7122-9716
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How to Cite
Yeasir Fahim, A., Mamun, A. A., Khushee, D. 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. https://doi.org/10.35912/ijfam.v4i2.863
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Issue & Section
Vol. 4 No. 2 (2022): September
Articles
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References

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    Woodman, R. W. (2014). The science of organizational change and the art of changing organizations. The Journal of Applied Behavioral Science, 50(4), 463-477. doi:10.1177/0021886314550575

  1. Berg, B., & Lune, H. (2018). Qualitative research methods for the social sciences. Chennai, India: Pearson India.
  2. Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research, 10(2), 193-207. doi:https://doi.org/10.1108/JIBR-10-2017-0177
  3. Bonsu, S. K., & Polsa, P. (2011). Governmentality at the Base-of-the-Pyramid. Journal of Macromarketing, 31(3), 236-244.
  4. Brux, G. (2015). Süderweiterung der NürnbergMesse–Bau der Halle 3A–Brand?und Korrosionsschutz. Stahlbau, 7(84), 510-512.
  5. Cho, E., & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing.
  6. Collaboration, O. S. (2015). Estimating the reproducibility of psychological science. Science, 349(6251). doi:10.1126/science.aac4716
  7. Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory: Sage publications.
  8. Hedlund-de Witt, N. (2013). An overview and guide to qualitative data analysis for integral researchers. Integral Research Center, 1(75), 76-97.
  9. Jagadale, S. R., Kadirov, D., & Chakraborty, D. (2018). Tackling the subaltern quandary: marketing systems of dignity. Journal of Macromarketing, 38(1), 91-111.
  10. Jiang, L., & Cova, V. (2012). Love for luxury, preference for counterfeits–A qualitative study in counterfeit luxury consumption in China. International journal of marketing studies, 4(6). doi:10.5539/ijms.v4n6p1
  11. Kampylis, P. G., & Valtanen, J. (2010). Redefining creativity—analyzing definitions, collocations, and consequences. The Journal of Creative Behavior, 44(3), 191-214. doi:10.1002/j.2162-6057.2010.tb01333.x
  12. Kivunja, C., & Kuyini, A. B. (2017). Understanding and applying research paradigms in educational contexts. International Journal of higher education, 6(5), 26-41. doi:10.5430/ijhe.v6n5p26
  13. Kopecký, M. (2011). Foucault, governmentality, neoliberalism and adult education-Perspective on the normalization of social risks. Journal of Pedagogy, 2(2), 246. doi:10.2478/v10159-011-0012-2
  14. Newell, S. (2013). Brands as masks: public secrecy and the counterfeit in C ôte d'I voire. Journal of the Royal Anthropological Institute, 19(1), 138-154.
  15. Niederberger, M., & Dreiack, S. (2020). Qualitative content analysis in health science. Results of a systematic review. Paper presented at the Forum: Qualitative Social Research.
  16. Ovi, I. (2018). When will Bangladesh have its own global brand?
  17. S, T. (2010). Problems Of Garments Industry In Bangladesh. Retrieved from http://conveylive.com/a/Problems_Of_Read_Made_Garments_Sector_In_Bangladesh
  18. Siddiqi, D. M. (2015). Starving for justice: Bangladeshi garment workers in a ‘post-Rana Plaza’world. International Labor and Working-Class History, 87, 165-173.
  19. Silverman, D. (2013). Doing qualitative research: A practical handbook: Sage.
  20. Smith, J. (2015). Imperialism in the Twenty-First Century. Monthly Review, 67(03), 82-97. doi:https://doi.org/10.14452/MR-067-03-2015-07_6
  21. Stewart, D. W., & Shamdasani, P. N. (2014). Focus groups: Theory and practice (Vol. 20): Sage publications.
  22. Tashakkori, A., & Teddlie, C. (2010). SAGE Handbook of Mixed Methods in Social & Behavioral Research Retrieved from https://methods.sagepub.com/book/sage-handbook-of-mixed-methods-social-behavioral-research-2e doi:10.4135/9781506335193
  23. Tribune, D. (2017). When will Bangladesh have its global brand? Retrieved from http://www.dhakatribune.com/bangladesh/2017/11/15/will-bangladesh-global-brand
  24. Van Maanen, J. (2011). Tales of the field: On writing ethnography: University of Chicago Press.
  25. Varman, R., Skålén, P., & Belk, R. W. (2012). Conflicts at the bottom of the pyramid: Profitability, poverty alleviation, and neoliberal governmentality. Journal of public policy & marketing, 31(1), 19-35.
  26. Vikas, R. M., Varman, R., & Belk, R. W. (2015). Status, caste, and market in a changing Indian village. Journal of Consumer Research, 42(3), 472-498.
  27. Weinberger, M. F., & Wallendorf, M. (2012). Intracommunity gifting at the intersection of contemporary moral and market economies. Journal of Consumer Research, 39(1), 74-92.
  28. Westerman, A. (2017). 4 Years After Rana Plaza Tragedy, What’s Changed For Bangladeshi Garment Workers? Retrieved from https://www.npr.org/sections/parallels/2017/04/30/525858799/4-years-after-rana-plaza-tragedy-whats-changed-for-bangladeshi-garment-workers
  29. White, K., MacDonnell, R., & Ellard, J. H. (2012). Belief in a just world: Consumer intentions and behaviors toward ethical products. Journal of Marketing, 76(1), 103-118.
  30. Wisdom, J., & Creswell, J. W. (2013). Mixed methods: integrating quantitative and qualitative data collection and analysis while studying patient-centered medical home models. Rockville: Agency for Healthcare Research and Quality.
  31. Woodman, R. W. (2014). The science of organizational change and the art of changing organizations. The Journal of Applied Behavioral Science, 50(4), 463-477. doi:10.1177/0021886314550575