Self-concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market

Aneela MALIK*, Dwight MERUNKA, Muhammad S. AKRAM, Bradley R. BARNES, Annie CHEN

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

21 Citations (Scopus)


The study draws on a sample of over 350 consumers from 10 department stores in an emerging market where counterfeit products are available in abundance and there is a huge demand for such goods. The findings reveal that interdependent and independent self traits significantly affect individual characteristics, that is, susceptibility to normative influence, readiness to take social risk, and status acquisition (SA), which in turn influences counterfeit purchase intention. It was discovered that such individual characteristics play a mediating effect on the self-concept—purchase intention relationship and that high degrees of interdependent self traits positively affect consumers' purchase intention. The study adds to the theory of reasoned action (TRA) by incorporating SA variables into the TRA framework and discovers their significant influence on purchase intention. Some novel insights surrounding counterfeit consumption in an emerging economy context are presented and several implications are extracted to help practitioners appeal to such individual characteristics for combating counterfeit consumption.

Original languageEnglish
Pages (from-to)1378-1395
Number of pages18
JournalPsychology and Marketing
Issue number10
Publication statusPublished - Oct 2020
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2020 The Authors. Psychology & Marketing published by Wiley Periodicals LLC


  • counterfeit consumption
  • emerging markets
  • self-concept
  • social risk
  • status acquisition and susceptibility to normative influence


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