A Goods-Dominant—Service-Dominant Perspective on Counterfeiting

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2022-09-13 DOI:10.1177/02761467221123918
Sudeep Rohit, K. Ranjan
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Abstract

Extant research is equivocal on the positive and negative implications of counterfeits and is unable to offer an explanation for why purchase and use of counterfeits evoke mixed and contentious responses. We argue that the unreconciled claims about counterfeits are partially rooted in the divided logics of value, as articulated by the goods-dominant logic (GDL) versus service-dominant logic (SDL). We develop a conceptual understanding of non-deceptive counterfeits (NDCs) atop SDL axioms, along key extant research debates. Our examination of the theoretical GDL-SDL views of NDCs with a synthesis of 132 extant academic works, informs the adversarial orientation towards such products. We address extant debates using a content analysis of studies on NDCs. We offer propositions that link the theoretical relevance of evaluating outcomes of NDCs from an SDL perspective and provide foci for future research on this subject.
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商品主导-服务主导视角下的假冒问题
现有研究对假冒伪劣产品的积极和消极影响含糊其辞,无法解释为什么购买和使用假冒伪劣产品会引起混合和有争议的反应。我们认为,关于假冒伪劣产品的不可调和的说法部分植根于价值逻辑的分歧,正如商品主导逻辑(GDL)与服务主导逻辑(SDL)所阐明的那样。我们在SDL公理的基础上,结合现有的关键研究辩论,对非欺骗性假冒(NDCs)进行了概念性理解。我们综合了132部现存的学术著作,对NDC的理论GDL-SDL观点进行了研究,揭示了对此类产品的对抗性取向。我们通过对NDC研究的内容分析来解决现存的争论。我们提出的命题将从SDL角度评估NDC结果的理论相关性联系起来,并为未来这一主题的研究提供重点。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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