How Do Moral Judgment and Saving Face Interact With Positive Word–of–Mouth Regarding Counterfeit Luxury Consumption?

Kim, C
Kikumori, M
Kim, A
Kim, J
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Journal Article
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Informa UK Limited

This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

35 Commerce, Management, Tourism and Services , 3503 Business Systems In Context , 3506 Marketing , 1505 Marketing , 3506 Marketing , 3507 Strategy, management and organisational behaviour
Journal of Global Fashion Marketing, ISSN: 2093-2685 (Print); 2325-4483 (Online), Informa UK Limited, 15(2), 253-269. doi: 10.1080/20932685.2023.2234919
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© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.