LAUSR

Abstract This research fills the void in the counterfeit literature by examining the role of the dual facets of face in deterring consumers from purchasing counterfeit luxury brands. It advances understanding of counterfeiting by clarifying how consumers’ internal struggles with the desire to gain mian-zi versus the fear of losing lian predict their reactions to external branding cues, such as brand social power. Study 1, a survey research, examines the moderating role of face on the relationship between brand social power and purchase intentions, while Study 2, an experimental study, explores how the above-mentioned relationships are mediated by signaling effectiveness and consumers’ perceived psychosocial risk associated with counterfeit purchases. This research contributes to marketing theory by shedding light on the dynamics among the intriguing dual facets of face. The findings help uncover means to fight counterfeiting by reducing demand, which should prove more efficient than attempting to cut the supply.