Quotation Molina-Castillo, Francisco-Jose, Penz, Elfriede, Stöttinger, Barbara. 2021. Towards a general model explaining physical and digital counterfeits. Marketing Intelligence and Planning. 39 (7), 873-892.




Purpose Demand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues, such as whether there are generalizable explanations of purchase intentions. Design/methodology/approach This research is based on consumer samples from three different countries. This paper develops and tests a model based on the theory of planned behavior (TPB) to explain both the demand for counterfeits and digital piracy. Respondents were questioned about physical products (e.g. clothing, accessories) from well-known brands and digital products (e.g. software, music). Findings Socially oriented motives such as embarrassment potential, ethical concerns and social norms explain the intention to purchase fake physical and digital products, while personally oriented motives (e.g. self-identity) have indirect effects but not a direct impact on purchase intention. Research limitations/implications As our results show, we find evidence for a general model – contributing and supporting our first and primary research goal of providing a theoretically robust model that bridges the gap between two streams of literature. Practical implications The fact that drivers of buying counterfeit physical and digital goods are similar across countries provides justification for companies and international organizations to bundle their efforts and thus leverage them more strongly on a global scale. Originality/value We provide a basis for consolidating future research on demand for counterfeits and pirated goods because underlying factors driving demand are similar across the three countries studied herein.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Marketing Intelligence and Planning
Citation Index SSCI
Language English
Title Towards a general model explaining physical and digital counterfeits
Volume 39
Number 7
Year 2021
Page from 873
Page to 892
Reviewed? Y
URL https://www.emerald.com/insight/content/doi/10.1108/MIP-12-2020-0529/full/html
DOI http://dx.doi.org/10.1108/MIP-12-2020-0529
Open Access N


Molina-Castillo, Francisco-Jose (Former researcher)
Penz, Elfriede (Details)
Stöttinger, Barbara (Details)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
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