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Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products

机译：探索罗宾汉效应：购买假冒产品的道德暴利动机

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摘要

Counterfeiting is one of the most serious problems facing luxury fashion brands. This study demonstrates that the impact of price differentials on counterfeit purchases varies according to the perceived corporate citizenship (PCC) image of the original brand. When consumers perceive the legitimate brand to be high in corporate citizenship (high PCC), the extent of the price differential does not affect consumers' purchase intentions toward the counterfeit. However, when the legitimate brand has a negative image (low PCC), higher price differentials trigger significantly greater intentions to purchase the counterfeit product. This moral profiteering effect indicates that consumers are more likely to purchase counterfeits when they have both economic and moral justifications for their unethical actions. Marketing efforts directed toward improving the PCC might reduce the purchase of counterfeit goods.
机译：假冒是奢侈品时尚品牌面临的最严重问题之一。这项研究表明，价格差异对假冒商品的影响根据原始品牌的企业公民形象（PCC）而有所不同。当消费者认为合法品牌具有很高的企业公民意识（较高的PCC）时，价格差异的程度不会影响消费者对假冒产品的购买意图。但是，当合法品牌的形象受到负面影响（PCC较低）时，较高的价格差异会触发购买假冒产品的更大意图。这种道德上的暴利效应表明，如果消费者对其不道德行为有经济和道德上的正当理由，则他们更有可能购买假冒产品。针对改进PCC的营销工作可能会减少假冒商品的购买。

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  • 来源
    《Journal of Business Research》 |2012年第10期|p.1500-1506|共7页
  • 作者

    Amit Poddar; Jeff Foreman; Syagnik (Sy) Banerjee; Pam Scholder Ellen;

  • 作者单位

    Georgia College & State University, J. Whitney College of Business, Campus Box 12, Milledgeville, GA 31061, United States;

    North Georgia College & State University, Mike Cottrell School of Business, 82 College Circle, Dahlonega, GA 30597, United States;

    University of Michigan - Flint, 303 E. Kearsley Street, 3124 William S. White Building, Flint,MI 48502-1950, United States;

    Georgia State University, Robinson College of Business, Department of Marketing, P.O. Box 3991, Atlanta, GA 30302-3991, United States;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    luxury; counterfeiting; moral profiteering; corporate citizenship;

    机译：豪华;假冒产品道德暴利;企业公民;

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