Could indignation toward social segregation practiced by branded companies, explain purchasing counterfeits?: an empirical study of the apparel market in the city of Constantine, Algeria

Abstract EN

Purpose: this paper is an attempt to analyzing whether or not we could consider "indignation" toward "social segregation" practiced by branded companies through commercial campaigns, that thought to be unethical.

Methodology: as a first step we tried to clarify the concept of purchasing behavior towards counterfeits.

Second, we tried to uncover the mystery surrounding "indignation" and "social segregation" through a series of interviews.

and third, we tried to verify empirically if these concepts could explain the purchasing behavior towards counterfeits.

findings: the results show a significantly positive impact of indignation on both purchasing couterfeits and social segregation, whereas no effect of mediation was found of social segregation.

originality: the authenticity of this paper resides in the hypothesis that counterfeits were not considered as harmful to consumers.