Skip to main content
Article
The effects of image congruence and self-monitoring on product evaluations : a comparison between genuine and counterfeit products
Journal of Global Marketing
  • Ling PENG, Lingnan University, Hong Kong
  • Hiu Kan, Ada WONG, Lingnan University, Hong Kong
  • Chun Ying , LISA WAN, Lingnan University, Hong Kong
Document Type
Journal article
Publication Date
1-1-2012
Keywords
  • Image congruence,
  • genuine products,
  • counterfeits,
  • self-monitoring
Abstract

The authors examined the effects of image congruence and self-monitoring on product evaluations of counterfeit products. Study results show that image congruence is positively related to both product attitude and purchase intentions. Specifically, they found that ideal self-image congruence is more relevant to genuine products, while actual self-image congruence is more relevant to counterfeit products. The study provides further evidence that high self-monitored consumers would have better product evaluations on a genuine product compared to the low self-monitored consumers. In contrast, low self-monitored consumers would have higher product evaluations on counterfeits compared to high self-monitored consumers. The evaluation of image congruence–product relationship is also found to be positively moderated through self-monitoring in the context of genuine products. The major theoretical contribution of this study is an extension of the image congruence hypothesis to the context of counterfeit products and the acknowledgment of the role of self-monitoring in consumer behavior. The implications of the study for marketing practice suggest grounds for refining understanding of how consumers purchase and use counterfeits.

DOI
10.1080/08911762.2012.697380
E-ISSN
15286975
Publisher Statement

Copyright © Taylor & Francis Group, LLC

Access to external full text or publisher's version may require subscription.

Full-text Version
Publisher’s Version
Citation Information
Peng, L., Wong, H. K. A., & Wan, C. Y. L. (2012). The effects of image congruence and self-monitoring on product evaluations: A comparison between genuine and counterfeit products. Journal of Global Marketing, 25(1), 17-28. doi: 10.1080/08911762.2012.697380