Perilaku Sosialita Memamerkan Status melalui Barang Branded dan Brand Prominance
Abstract
The purpose of the present study was to explore the relationship between consumer motives mediated by the choice of brand prominence and the behavior of purchasing counterfeit products in three groups/classes of consumers (patrician, parvenus and poseur) of luxury fashion brands. Data were obtained from a sample consisting of 230 respondents who were considered eligible. Three findings are obtained. First, for the poseur, consumer motives for purchasing products are positively related to counterfeit products and conspicuous brand prominence. Second, for the parvenus, the consumer motives are not related to counterfeit products, but it is related to conspicuous brand prominence. Third, for the patrician, consumer motives for purchasing products are not related to counterfeit products and inconspicuous brand prominence.
Keywords
Full Text:
PDFReferences
Ajzen, I., & Fishbein, M. 1980. Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice- Hall.
Alba, J. W., & Hutchinson, J. W. 1987. Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411.
Anderson, J. C., & Gerbing, D. W. 1988. Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411–423.
Ang, S. H., Cheng, P. S., Lim, E. A. C., & Tambyah, S. K. 2001. Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219–235.
Aw, E. C. X., Chuah, S. H. W., Sabri, M. F., & Kamal Basha, N. 2021. Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services, 58
Bagheri, M. 2014. Luxury Consumer Behavior in Malaysia: Loud Brands vs.Quiet Brands. Procedia - Social and Behavioral Sciences, 130, 316–324.
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.
Bian, X., & Moutinho, L. 2011. The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2), 191–216.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. 1990. The_service_encounter_Diagnosing_favoura.pdf. In Journal of Marketing, 54, 71–84.
Cannon, C., & Rucker, D. D. 2018. The Dark Side of Luxury: Social Costs of Luxury Consumption. Personality and Social Psychology Bulletin, 45(5), 767–779.
Chen, J., Teng, L., Liu, S., & Zhu, H. (2015). Anticipating regret and consumers’ preferences for counterfeit luxury products. Journal of Business Research, 68(3), 507–515.
Chiu, W., & Leng, H. K. 2015. Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23–36.
D’Amato, I., & Papadimitriou, T. 2013. Legitimate vs illegitimate: the luxury supply chain and its doppelganger. International Journal of Retail & Distribution Management, 41(11/12), 986–1007.
Dubois, B., & Duquesne, P. 1993. The Market for Luxury Goods: Income versus Culture. European Journal of Marketing, 27(1), 35–44.
Eisend, M., & Schuchert-güler, P. 2006. Explaining Counterfeit Purchases : A Review and Preview. Academy of Marketing Science Review, 12, 1–22.
Erdem, T., & Swait, J. 2001. Brand equity as a signaling. In Journal of consumer Psychology, 7(2), 131–157.
Fornell, C., & Larcker, D. F. 2016. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research This, 18(1), 39–50.
Greenberg, D., Ehrensperger, E., Mecklenbeck, M. S., Hoyer, W. D., Zhang, Z. J., & Krohmer, H. 2020. The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury? Journal of Brand Management, 27, 195–210.
Han, S.-L., & Kim, K. 2020. Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap. Journal of Retailing and Consumer Services, 57, 102249.
Hernandez, M. D., & Vicdan, H. 2014. Modeling word of mouth vs. media influence on videogame preorder decisions: A qualitative approach. Journal of Retailing and Consumer Services, 21(3), 401–406.
Hoppe, A., Vieira, L. M., & Barcellos, e. M. D. de. 2013. Consumer behaviour towards organic food in porto alegre: An application of the theory of planned behaviour. Revista de Economia e Sociologia Rural, 51(1), 69–90.
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), 1–9.
Keaveney, S. M., & Parthasarathy, M. 2001. Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioral, and Demographic Factors. Journal of the Academy of Marketing Science, 29(4), 374–390.
Kim, H., & Karpova, E. 2010. Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79–94.
Lee, S.-H., & Workman, J. E. 2011. Attitudes Toward Counterfeit Purchases and Ethical Beliefs Among Korean and American University Students. Family and Consumer Sciences Research Journal, 39(3), 289–305.
Lieber, C. 2014. Why the $600 Billion Counterfeit Industry Is Still Horrible for Fashion. Authenticity, or the lack thereof, in the fashion industry raises a whole host of questions. In Depth. https://www.racked.com/2014/12/1/7566859/counterfeit-fashion-goods-products-museum-exhibit
Loureiro, S. M. C., Barreto, J. J., & Romero, J. 2020. Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 102211.
McFerran, B., Aquino, K., & Tracy, J. L. 2014. Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology, 24(4), 455–471
Nelissen, R. M. A., & Meijers, M. H. C. 2011. Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32(5), 343–355.
Nwankwo, S., Hamelin, N., & Khaled, M. 2014. Consumer values, motivation and purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21(5), 735–744.
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.
Phau, I., & Prendergast, G. 2000. Consuming luxury brands: The relevance of the ‘Rarity Principle.’ Journal of Brand Management, 8, 122–138.
Piff, P. K. 2013. Wealth and the Inflated Self: Class, Entitlement, and Narcissism. Personality and Social Psychology Bulletin, 4(1), 33–43.
Pino, G., Amatulli, C., Peluso, A. M., Nataraajan, R., & Guido, G. 2019. Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets. Journal of Retailing and Consumer Services, 46, 163–172.
Poddar, A., Foreman, J., Banerjee, S. S., & Ellen, P. S. 2012. Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products. Journal of Business Research, 65(10), 1500–1506.
Ridgeway, C. L., & Walker, H. 1995. Status structures in sociological perspectives on social psychology. Upper Saddle River NJ: Pearson Education.
Riquelme, H. E., Mahdi Sayed Abbas, E., & Rios, R. E. 2012. Intention to purchase fake products in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues, 5(1), 6–22.
Santoso, R. P. 2016. Countering Counterfeiting in Indonesia. Indonesia Anti-Counterfeiting Society raises awareness of the dangers of pirate goods. MIAP and the University of Indonesia.
Schiffman, L. G., & Kanuk, L. L. 2011. Consumer Behavior, 10th ed. New Jersey: Prentice Hall.
Schlegelmilch, B. B., & Stöttinger, B. 1999. Der Kauf gefälschter Markenprodukte: Die Lust auf das Verbotene. Marketing: Zeitschrift Für Forschung Und Praxis, 22, 196–208.
Sharma, P., & Chan, R. Y. K. 2010. Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing Management, 27(5–6), 602–626.
Stöttinger, B., & Penz, E. 2015. Concurrent Ownership of Brands and Counterfeits: Conceptualization and Temporal Transformation from a Consumer Perspective. Psychology & Marketing, 32(4), 373–391
Tang, F., Tian, V. ing, & Zaichkowsky, J. L. 2015. Understanding Motivations to Purchase Counterfeit Items in China. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 26(1), 4–20.
Thaichon, P., & Quach, S. 2016. Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services, 33, 82–91.
Truong, Y., & McColl, R. 2011. Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555–561.
Üstüner, T., & Thompson, C. J. 2012. How Marketplace Performances Produce Interdependent Status Games and Contested Forms of Symbolic Capital. Journal of Consumer Research, 38(5), 796–814.
Veblen, T. 1994. The theory of the leisure class. New Brunswick, NJ: Transaction Publishers.
Wang, G., Dou, W., & Zhou, N. 2008. Consumption attitudes and adoption of new consumer products: a contingency approach. European Journal of Marketing, 42(1/2), 238–254.
Wang, Y., & Griskevicius, V. 2014. Conspicuous consumption, relationships, and rivals: Women’s luxury products as signals to other women. Journal of Consumer Research, 40(5), 834–854.
White, K., & Dahl, D. W. 2006. To be or not be? the influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology, 16(4), 404–414.
Wilcox, K., Kim, H. M., & Sen, S. 2009. Why Do Consumers Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247–259.
Workman, J. E., & Lee, S.-H. 2011. Materialism, fashion consumers and gender: a cross-cultural study. International Journal of Consumer Studies, 35(1), 50–57.
Young, J. H., Nunes, J. C., & Drèze, X. 2010. Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30.
DOI: http://dx.doi.org/10.33087/ekonomis.v8i1.1525
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
