An Exploration into the Influence of Servicescape Cues on Perceptions of Counterfeit Products.
type: CreativeWork
description: Purpose The purpose of this research is to examine the role of servicescape theory in the counterfeit context and explore the extent to which servicescape cues influence perceptions of counterfeit products. Literature Following extensive examination of the current literature surrounding counterfeit activity it was discovered that counterfeits can be sold in a variety of environments; market stalls and car boots sales through to the legitimate retail environments. In the instances where the counterfeit has been integrated into the legitimate retail environment, weaknesses in the supply chain are usually to blame. These occurrences can be a major concern for both brands and consumers as they pose not only a risk to brand image but also a threat to consumer safety. Much of the current literature which explores consumer perceptions of counterfeit products concentrates on tangible product attributes and their influence. This research expands the current knowledge by examining further influential factors in the form of environmental cues. As a means of discussing the various elements which constitute a retail environment, the concept of servicescape is incorporated and analysed into the literature discussion. Following a comprehensive exploration of the various cues that may be present within a retail environment, the extent to which these cues influence consumer behaviour is explored. Further to this, as a means of understanding the ways consumers generate perceptions of counterfeit products, the processes of sensation and perception are analysed. Methodology The methodology chapter contained within this thesis considers both the philosophical positioning and the data collection methods used by this research. The philosophical positioning of the researcher is one of a constructivist-interpretive nature. Focus groups in conjunction with photo elicitation were the core data collection methods used. This combination of methods allowed an excellent opportunity for discussion…
abstract: Purpose The purpose of this research is to examine the role of servicescape theory in the counterfeit context and explore the extent to which servicescape cues influence perceptions of counterfeit products. Literature Following extensive examination of the current literature surrounding counterfeit activity it was discovered that counterfeits can be sold in a variety of environments; market stalls and car boots sales through to the legitimate retail environments. In the instances where the counterfeit has been integrated into the legitimate retail environment, weaknesses in the supply chain are usually to blame. These occurrences can be a major concern for both brands and consumers as they pose not only a risk to brand image but also a threat to consumer safety. Much of the current literature which explores consumer perceptions of counterfeit products concentrates on tangible product attributes and their influence. This research expands the current knowledge by examining further influential factors in the form of environmental cues. As a means of discussing the various elements which constitute a retail environment, the concept of servicescape is incorporated and analysed into the literature discussion. Following a comprehensive exploration of the various cues that may be present within a retail environment, the extent to which these cues influence consumer behaviour is explored. Further to this, as a means of understanding the ways consumers generate perceptions of counterfeit products, the processes of sensation and perception are analysed. Methodology The methodology chapter contained within this thesis considers both the philosophical positioning and the data collection methods used by this research. The philosophical positioning of the researcher is one of a constructivist-interpretive nature. Focus groups in conjunction with photo elicitation were the core data collection methods used. This combination of methods allowed an excellent opportunity for discussion…
author: Counsell, Natalie Kate Rebecca
language: en
keywords: Economics
date published: 2012-09
date modified: 2026-07-24T01:35:38Z
provider: University of Central Lancashire
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Central Lancashire