The Model of Repeated Patronage of Counterfeit Products at the the Organizational Level (Case study: Counterfeit Audio and Video Products Equipment)

the purpose of this study is to design a pattern of repeated patronage of Counterfeit products at the organizational level. The present research in terms of purpose is applied type and in terms of implementation method is a mixed research (qualitative-quantitative). The data collection tools are the interview in the qualitative part and a questionnaire in the quantitative part whose validity and reliability were evaluated as desirable. For this purpose, in order to collect data, after reviewing the literature and research background, the framework and protocol of semi-structured interviews were prepared and compiled, and then the participants among experts and scientific and executive experts active in the audio products industry were selected by the method of "snowball" sampling. Also, the statistical sample of research in the quantitative part consists of 386 organizational buyers and producers of this type of products in the country and abroad. To analyze the data in the qualitative part, Grounded Theory and in the quantitative part, the partial least squares were used. The research results indicate that factors based on the purchasing organization, buyer reactions and distributor credit have led to the repeated patronage of Counterfeit products at the organizational level. This study also introduces the components of cognitive strategies that are themselves affected by intervening conditions and contextual. Consequences of strategy implementation also include supply side, demand side effects and consequences related to challenges and risks. The findings of the quantitative part of the research also confirm all the main hypotheses.