Exploring the Robin Hood Effect: Moral Profiteering Motives for Purchasing Counterfeit Products

Journal of Business Research, 2011

31 Pages Posted: 23 Aug 2012

See all articles by Amit Poddar

Amit Poddar

Georgia College & State University - Department of Marketing

Jeff Foreman

affiliation not provided to SSRN

Syagnik (Sy) Banerjee

University of Michigan Flint

Pamela Ellen

Georgia State University

Date Written: August 23, 2012

Abstract

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 image (PCC) 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.

Keywords: luxury, counterfeiting, moral profiteering, corporate citizenship

Suggested Citation

Poddar, Amit and Foreman, Jeff and Banerjee, Syagnik (Sy) and Ellen, Pamela, Exploring the Robin Hood Effect: Moral Profiteering Motives for Purchasing Counterfeit Products (August 23, 2012). Journal of Business Research, 2011. Available at SSRN: https://ssrn.com/abstract=2135152

Amit Poddar (Contact Author)

Georgia College & State University - Department of Marketing ( email )

United States

Jeff Foreman

affiliation not provided to SSRN ( email )

Syagnik (Sy) Banerjee

University of Michigan Flint ( email )

303 E. Kearsley Street
Flint, MI 48502
United States

Pamela Ellen

Georgia State University ( email )

35 Broad Street
Atlanta, GA 30303-3083
United States

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