Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies

An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting

Consumers’ perceptions towards counterfeits as well as the effect of consumers’ perceptions on consumer purchase behaviour remain unclear. On the other hand, the study of determinants of the consideration set has recently become attractive to researchers due to its importance in relation to the study of consumer choice processes. Nevertheless, few researchers have examined the influence of consumer perceptions of branded products on the formation of the consideration set. This thesis attempts an investigation of the determinants of the two crucial stages – consideration set and purchase intention – of the consumer choice process in the context of non-deceptive counterfeiting. The research adopted a combination of qualitative (focus group) and quantitative research (individual interview survey) and provides a detailed examination of consumers’ perceptions of both the counterfeit and original branded products studied, as well as their explanatory power on the selected consumer choice processes. This research suggests that there are certain differences in the kinds of determinants of the same stage of the consumer choice process across different versions of a brand. There also exist some differences in the kinds and numbers of determinants of the consideration set and the purchase intention towards one brand. Nevertheless, the band personality appears to be significant across all regression models. Generally, it plays the dominant role in the formation of the consideration set and consumer purchase intention. Consumers are more likely to evaluate more criteria in the process of consideration than at the purchase intention stage. This research enriches the branding theory, suggests a more sophisticated use of Aaker’s (1997) brand personality scale, and develops a new measurement scale for use in the study of multiple brands

How Consumers' Need for Variety and Social Consumption Influences Festival Patronage and Spending

This paper investigates the influence of motivational goals such as variety seeking and social consumption on consumers’ patronage and spending at craft beer festivals. In doing so, we develop and test a number of hypotheses by examining information collected via means of a survey questionnaire proposed in 2017 to visitors of a large beer festival in the UK. Findings of our analysis unveil how cognitive engagement affects individuals’ behavior with regard to responding to and financially engage with beer festivals. Results also identify cognitive engagement as an important mediator of the effects related to variety-seeking and social consumption. From a managerial perspective, findings reveal important attributes affecting consumers’ drivers towards craft beers, contributing to understand which dimension of consumer engagement influence their behaviors. Overall, the study provides fresh empirical evidence in terms of identifying and recognizing consumers’ behaviors with regard to defining future trends in the craft beer sector

Counterfeit Patronage: Human Values, Counterfeit Experience and Construal Level

Counterfeit-related studies have revealed motivational drives for counterfeit consumption. Little is known concerning the implications of consumers’ enduring and normative beliefs about proper standards of conduct as the determinants of counterfeit patronage. Drawing on the Schwartz theory of human values, experience literature and construal level theory, this research investigates counterfeits patronage by addressing three crucially important questions: 1) what personal values determine counterfeit patronage; 2) how do these relationships vary as a function of counterfeit experience; and 3) how do values have power in eliminating counterfeit consumption? Two studies provide robust evidence that self-transcendence values mitigate counterfeit patronage when consumers’ counterfeit experience is low. We also demonstrate that consumers who endorse self-transcendence values more exhibit higher levels of construal, which results in reduced counterfeit patronage

Is high recovery more effective than expected recovery in addressing service failure?: a moral judgment perspective

In the context of two distinctive consumer categories and two different product settings, this research examines the effects of recovery on recovery performance as a function of consumer moral judgment of service failure. The findings of two studies reveal that consumers' response to recovery anchors on the magnitude of recovery but these responses are adjusted according to consumers' moral judgment of service failure. Specifically, consumers react more positively toward expected recovery than high recovery and these effects are pronounced when consumers are low in moral judgment of service failure. In contrast, when consumers are high in moral judgment of service failure, although high recovery (compared with expected recovery) lessens the likelihood of negative word of mouth this effect does not transfer to repurchase tendency. Product involvement does not provide alternative explanations for the findings. The findings of this research have important and meaningful implications for business providers

Dative Epitaxy of Commensurate Monocrystalline Covalent van der Waals Moiré Supercrystal

Realizing van der Waals (vdW) epitaxy in the 1980s represents a breakthrough that circumvents the stringent lattice matching and processing compatibility requirements in conventional covalent heteroepitaxy. However, due to the weak vdW interactions, there is little control over film qualities by the substrate. Typically, discrete domains with a spread of misorientation angles are formed, limiting the applicability of vdW epitaxy. Here, the epitaxial growth of monocrystalline, covalent Cr5Te8 2D crystals on monolayer vdW WSe2 by chemical vapor deposition is reported, driven by interfacial dative bond formation. The lattice of Cr5Te8, with a lateral dimension of a few tens of micrometers, is fully commensurate with that of WSe2 via 3 × 3 (Cr5Te8)/7 × 7 (WSe2) supercell matching, forming a single-crystalline moiré superlattice. This work establishes a conceptually distinct paradigm of thin-film epitaxy, termed “dative epitaxy”, which takes full advantage of covalent epitaxy with chemical bonding for fixing the atomic registry and crystal orientation, while circumventing its stringent lattice matching and processing compatibility requirements; conversely, it ensures the full flexibility of vdW epitaxy, while avoiding its poor orientation control. Cr5Te8 2D crystals grown by dative epitaxy exhibit square magnetic hysteresis, suggesting minimized interfacial defects that can serve as pinning sites

Reabilitação protética da disfunção velofaríngea: prótese de palato e obturador faríngeo

The seed maturation program only occurs during late embryogenesis, and repression of the program is pivotal for seedling development. However, the mechanism through which this repression is achieved in vegetative tissues is poorly understood. Here we report a microRNA (miRNA)-mediated repression mechanism operating in leaves. To understand the repression of the embryonic program in seedlings, we have conducted a genetic screen using a seed maturation gene reporter transgenic line in Arabidopsis (Arabidopsis thaliana) for the isolation of mutants that ectopically express seed maturation genes in leaves. One of the mutants identified from the screen is a weak allele of ARGONAUTE1 (AGO1) that encodes an effector protein for small RNAs. We first show that it is the defect in the accumulation of miRNAs rather than other small RNAs that causes the ectopic seed gene expression in ago1. We then demonstrate that overexpression of miR166 suppresses the derepression of the seed gene reporter in ago1 and that, conversely, the specific loss of miR166 causes ectopic expression of seed maturation genes. Further, we show that ectopic expression of miR166 targets, type III homeodomain-leucine zipper (HD-ZIPIII) genes PHABULOSA (PHB) and PHAVOLUTA (PHV), is sufficient to activate seed maturation genes in vegetative tissues. Lastly, we show that PHB binds the promoter of LEAFY COTYLEDON2 (LEC2), which encodes a master regulator of seed maturation. Therefore, this study establishes a core module composed of a miRNA, its target genes (PHB and PHV), and the direct target of PHB (LEC2) as an underlying mechanism that keeps the seed maturation program off during vegetative development

Separase Phosphosite Mutation Leads to Genome Instability and Primordial Germ Cell Depletion during Oogenesis

To ensure equal chromosome segregation and the stability of the genome during cell division, Separase is strictly regulated primarily by Securin binding and inhibitory phosphorylation. By generating a mouse model that contained a mutation to the inhibitory phosphosite of Separase, we demonstrated that mice of both sexes are infertile. We showed that Separase deregulation leads to chromosome mis-segregation, genome instability, and eventually apoptosis of primordial germ cells (PGCs) during embryonic oogenesis. Although the PGCs of mutant male mice were completely depleted, a population of PGCs from mutant females survived Separase deregulation. The surviving PGCs completed oogenesis but produced deficient initial follicles. These results indicate a sexual dimorphism effect on PGCs from Separase deregulation, which may be correlated with a gender-specific discrepancy of Securin. Our results reveal that Separase phospho-regulation is critical for genome stability in oogenesis. Furthermore, we provided the first evidence of a pre-zygotic mitotic chromosome segregation error resulting from Separase deregulation, whose sex-specific differences may be a reason for the sexual dimorphism of aneuploidy in gametogenesis