Proceedings - Academy of International Business - Michigan State ...

SUNDAY PROGRAMBackground Studies Under the Classification of Country Origin: A Research ReviewJorge Wise, ITESM - Campus Monterrey, Mexico, jwise@itesm.mxElisa Cobas Flores, ITESM - Campus Monterrey, Mexico, ecobas@itesm.mxProbably one of the most studied areas in international marketing is country-of-origin. The literature offers a countlessamount of papers, studies, proceedings, work-in-progress, and similar related to country-of-origin and its effects onconsumer behavior. To advance in the knowledge of the area, background studies are examined following a classificationof country-of-origin studies previously introduced. Background studies are reviwed using three major groups: literaturereviews, consumer behavior using country-of-origin as a research frame, and methodology and theory construction. Usingthis classification, the reader will be able to realize what others have done and how generalization can be attained. Holisticstudies, which combine foreground and background studies, are also included.Session 1.2.2 - Track 10 - COMPETITIVEEmerging Issues in Global MarketingRoom: Spyglass 2Time: 3:30-5:00 p.m.Chair: Aysegul Ozsomer, Koc University, aysegul.ozsomer@anderson.ucla.eduDiscussant: Linda Ueltschy, Bowling Green State University, ueltsch@cba.bgsu.eduWhy the Real Thing is Sometimes Less Attractive: Insights into the Purchasing Behavior for Counterfeit GoodBarbara Stoettinger, Wirtschaftsuniversität Wien, barbara.stoettinger@wu-wien.ac.atElfriede Penz, Wirtschaftsuniversität Wien, elfriede.penz@wu-wien.ac.atBodo B. Schlegelmilch, Wirtschaftsuniversität Wien, bodo.schlegelmilch@wu-wien.ac.atCounterfeiting has emerged as a major problem for global marketers taking a dramatic raise over the past years. USmanufacturers, for example, now loose about $ 200 bn annually through trademark counterfeiting compared to $ 61 bn in1986. Surprisingly, factors influencing the demand for counterfeits have attracted far less efforts than supply side remedies.Within this paper, we consolidated existing findings and developed a comprehensive, yet parsimonious model of theantecedents and drivers of voluntary counterfeit purchases. Following the frequent call for more cross-nationalcomparisons, we used a sample of four countries to test our model. The analysis showed that the general model structure weproposed appeared to be universal with an acceptable fit across the four countries under investigation. Above all however,the general price advantage seems to have the strongest influence on the intention to purchase regardless of the actual pricedifference and the country background. In addition, the demand for counterfeits appears to be rather price-insensitive, soefforts to make counterfeits more expensive have only limited success. Another interesting finding was the fact thatknowledge on the effects of counterfeiting has a strong impact on attitudes and the intention to purchase counterfeits. Socommunication campaigns should focus on knowledge development among consumers.An Analysis of the Emergence of Gray Markets: A Generic ModelVictor Cordell, Monterey Institute of International Studies, vcordell@miis.eduPeggy E. Chaudhry, Villanova University, peggy.chaudhry@villanova.eduAlan Zimmerman, City University of New York, Zimmerman@postbox.csi.cuny.eduThe primary purpose of this research is to develop both a conceptual framework and subsequent model to explain thevariables that are related to the probability of a gray market occurring across national markets. The main themes advancedin the literature involve the development of managerial strategies designed to combat gray markets, the analysis of legalimplications of gray markets, and a discussion of factors that encourage a gray market. However, the current research doesnot offer any generic model to address the question of “why do gray markets emerge across national markets?” The modeldeveloped in this research demonstrates that four primary factors, price differentials, market access, volume of demand, andlegal status of gray markets, can be used to assess the emergence of gray markets. The model will be tested using ordinaryleast squares and logit analysis.AIB 2003 - Monterey, California, USA July 5-8, 2003 31