The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing

Developing social-links among consumers can increase firm performance but does having a communal-brand connection impact counterfeit consumption? Two studies are implemented to explore this question. Study 1 finds that there is a positive relationship between moral beliefs towards counterfeits and willingness to purchase counterfeits. Study 1 also discovers that a weak to average communal-brand connection moderates this relationship. However,...