Abstract
The market in pirated and counterfeit goods is rapidly growing and is constantly reaching new record levels. These developments pose a serious threat to companies producing legitimate goods. Whereas rigorous research has been done to determine why consumers buy a pirated product instead of the original, relatively little is known about what prevents people from buying illicit goods. This research systematically explores risk as a key obstacle and, more specifically, the influence of different risk dimensions on customers’ attitudes towards counterfeit goods and purchase intentions: legal risk, social risk, financial risk, functional risk, and psychological risk.
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© 2015 Academy of Marketing Science
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Niemand, T., Mai, R. (2015). What Keeps Consumers from Buying Counterfeits? The Role of Risk as an Obstacle to Purchasing Pirated Products. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_59
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DOI: https://doi.org/10.1007/978-3-319-10873-5_59
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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