Non-deceptive deliberate purchase of brand lookalikes: a BOP customer value perspective (Record no. 51427)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01701nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190612123549.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190612b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Singh, Ramendra |
| 9 (RLIN) | 33712 |
| 245 ## - TITLE STATEMENT | |
| Title | Non-deceptive deliberate purchase of brand lookalikes: a BOP customer value perspective |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 15-26 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | In this article, we unravel new insights about how bottom of pyramid (BOP) consumers derive value through purchase and consumption of deliberate lookalike brands. We analyse in-depth interview data of 12 BOP consumers and 8 BOP retailers from Mumbai, India, related to purchase and sales of counterfeit brands. Our results suggest three different themes that constitute the BOP customers’ value model for deliberate counterfeit purchases: (1) cost–benefit analysis, (2) status symbol, and (3) value for money. Our research provides fresh insights of how BOP consumers derive various aspects of value by balancing risks and returns from purchase of counterfeits, while also using these goods as status symbols. The managerial relevance of the research lies in leveraging BOP consumer insights on the value perceived in the use of deliberate lookalike brands, and how the customer value is embedded in BOP socio-economic context, which firms can leverage to tailor their communications to these segments. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Deliberate lookalikes |
| Uncontrolled term | Brand |
| Uncontrolled term | Bottom of pyramid (BOP) |
| Uncontrolled term | India |
| Uncontrolled term | Customer value |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Trott, Sangeeta |
| 9 (RLIN) | 33713 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29297 |
| Host Itemnumber | 74850 |
| Main entry heading | CHAKRABARTI, BHASKAR |
| Place, publisher, and date of publication | INDIAN INSTITUTE OF MANAGEMENT CALCUTTA CALCUTTA |
| Other item identifier | 55510426 |
| Title | DECISION |
| International Standard Serial Number | 0304-0941 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 12/06/2019 | Vol 46, No 1/ 55510426JA2 | 55510426JA2 | 12/06/2019 | 12/06/2019 |