A cross‐national examination of consumer perceived risk in the context of non‐deceptive counterfeit brands

• This study investigates the relationships between six identified dimensions of perceived risk and the overall risk, and also their explanatory power to the overall risk when purchasing counterfeit brands in two different contexts. Using a self‐administered instrument, a total of 525 responses were collected, 230 from the UK and 295 from China. The results support the hypothesised significant interrelationship between the dimensions of perceived risk in both contexts. However there are some differences. The models have a different exploratory power, with the one based on the British sample being stronger, while a somewhat different combination of the risk dimensions seems to predict the overall risk in each context. The psychological risk is the only dimension of risk that with no doubt contributes to the formation of the overall risk in both contexts. Although one could argue that when purchasing counterfeits social risk could be an issue, the evidence reported in this study does not support the view.

Copyright © 2008 John Wiley & Sons, Ltd.