Materialism and happiness as predictors of willingness to buy counterfeit luxury brands

The study examines the effect of material values – namely material success, material happiness, material essentiality and material distinctiveness – and life satisfaction and lawfulness with regards to consumers’ attitude toward counterfeit luxury brands and their affect on consumers’ willingness to buy counterfeit luxury brands. To test the research model, a new scale to measure and conceptualize materialism was developed and two new constructs: “material essentiality” and “material distinctiveness” were created

Tourists' shopping experiences at street markets: cross-country research

Considering shopping as one of the most important motivations for travel, this study focuses on tourists' shopping attitudes towards street markets while on a vacation. Specifically, this study proposes and tests a conceptual model that assesses how price consciousness and perceived utility, as critical drivers of attitudes in street markets, may influence tourist satisfaction and future intentions. As opposed to the structure of previous research, this study is also based on a cross-national comparative study conducted among foreign tourists visiting Algarve, Portugal and Bodrum, Turkey, in the summer of 2011. Study findings confirm that price and utility perceptions are the most important marketplace cues and higher level of satisfaction moderates tourists' willingness to return or recommend street markets in both destinations. (C) 2016 Elsevier Ltd. All rights reserved

Hubungan sikap, pengaruh sosial, jangkaan bersalah, niat dan tingkah laku pembelian produk tiruan dalam kalangan pengguna di Malaysia

Counterfeiting refers to illegally making copies of trademark, patent, and copyright of product without permission from the owner with the aim to reap the benefits offered by a branded product. Counterfeiting is a phenomenon that has long been neglected in previous studies. Production and sale of counterfeit products is an issue that has no ending, and becoming an increasingly serious problem in the international market in general and Malaysian market in particular. Based on Theory of Planned Behaviour, this study focuses on the factors that influence the purchase intention and behavior among consumers towards counterfeit products in Malaysia. This study examined the relationships between attitudes, social influence, perceived behaviour control, anticipated guilt and past experience on intention and purchase behavior of counterfeit products. The consideration of putting both mediator and moderator factors in this research allow a more previse descriptions on the relationship between all the variables mentioned and the outcome of the research. This study involved 392 respondents in the area of Kuala Lumpur, Penang and Johor Baharu who have experience buying counterfeit products. Out of seven hypotheses tested, six were supported. The analyses revealed positive relationship between intention and purchase behaviour of counterfeit products. Attitudes and social influence have positive relationships with intention to purchase counterfeit products while perceived behavioural control has positive influence on purchase behaviour of counterfeit products. Anticipated guilt mediates the relationship between attitude and intention to purchase counterfeit products while past experience moderates the relationship between intention and purchase behaviour of counterfeit products. The study also highlighted implications of the study, limitations as well as suggestion future research

Luxury designer handbag or counterfeit? An investigation into the antecedents influencing women’s purchasing behaviour of luxury designer and counterfeit brands

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The drive and appeal of luxury designer products has fuelled consumer desire for luxury designer brands and their counterfeit versions. Some women value luxury designer handbags just the way men value their cars. The luxury designer handbag market has witnessed a surge of counterfeit handbag versions. The study focused on women in London, which has been ranked at number one in relation to demand levels of fashion handbags. Several antecedents were investigated for the purpose of this research, which are as follows: •Social consumption factors which incorporates an investigation into brand meaning and social meaning; •Attitudinal factors; •Individual factors which looks at the BLI (brand luxury index) and materialism; and •Post consumption emotions; Several research gaps were identified: firstly, there are no studies available on investigating identical antecedents in both luxury designer and counterfeit commodities, or even to a specific product category. Secondly, a number of researchers have examined consumers’ evaluative criteria in clothing, yet few have focused on the mentioned antecedents as part of the evaluative criteria of luxury designer handbags and counterfeit handbag versions. The investigation was carried out via quantitative data collection and was cross-analysed. The highlighted antecedents are important domains in the discipline of consumer choice behaviour. The research included two phases; a pilot survey study which pre-tested the acknowledged scales and a main survey incorporating the most important adapted constructs influencing consumer choice behaviours. The main analysis was based on data collected from a sample of 353 respondents in London. The conceptual model is unique in its specifications presenting a new behaviour orientated model which highlights integral factors in consumer behaviour. The research identified contemporary associations and discrepancies among women in London. The result of this research provides general support in understanding consumer decision-making and offers a comprehensive understanding of the effect of consumer evaluation and attitudes towards luxury designer handbags and counterfeit handbag versions. The differences and similarities across the antecedents are used to propose strategies to luxury designer companies thereby improving their marketing activities and achieving a competitive edge

THE EFFECTS OF CONSUMER ORIENTATIONS ON THE CONSUMPTION OF COUNTERFEIT LUXURY BRANDS

The emergence of ‘new luxury’ available at affordable prices has resulted in abundance of counterfeit products in the markets. As the extent of counterfeiting is increasing in almost every industry, it becomes critical to develop measures that can help to prevent buying and selling of counterfeit products. In exploring consumers’ buying behavior of counterfeit products, this study was designed to examine the influence of individuals’ characteristics or consumer orientations, both social and personal, on that generate the demand for counterfeit brands. This study employed four theoretical frameworks: (a) the Theory of Planned behavior, (b) Value-Attitude-Behavioral intention system, (c) Bandwagon effect in the theory of consumer demand, and (d) Aberrant consumer behavior. Specifically, this study investigates consumers’ intention to purchase counterfeit brands based on their social consumer orientation (social conformity, status seeking, fashion consciousness, and price-quality schema) and personal consumer orientation (ethical value, social responsibility, and integrity), attitudes toward the purchase of counterfeit brands, subjective norm, and perceived control over the purchase of counterfeit brands. Further, this study aims to explore the role of price sensitivity as a moderator in understanding the relationship between attitudes and intentions to purchase counterfeit and original luxury brands. This study was conducted in the context of fashion luxury brands that sell handbags and wallets. An online self-administered survey methodology was employed to collect the data from 500 subjects. The data were analyzed by maximum likelihood estimation (MLE) procedure using structural equation modeling (SEM). Out of total 14 proposed hypotheses, 10 were significant, as expected. However, the rest 4 were not found to be significant. Status seeking was found to have an insignificant relationship with subjective norm to purchase a counterfeit brand. Fashion consciousness was found to have a negative influence on attitude while the relationship of price-quality schema with attitude was not found to be significant. Also, integrity was not found to significantly influence subjective norm. Price sensitivity did not act as a moderator due to non significant relationships between attitude and intensions to purchase counterfeit and original brands. Research and managerial implications, limitations, and suggestions for future research were drawn based on the results

Student perceptions of the predictors of customer purchase intentions of counterfeit products

Thesis (M. Com.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015.The research investigated the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price-quality inference of counterfeit products) as a means of establishing whether these were related to customer attitudes towards economic benefits of purchasing counterfeit products, which ultimately lead to purchase intention of counterfeit products. The study reviewed prior literature on counterfeits purchasing. Probability sampling was used to select respondents, and a research model was developed to measure the constructs used for the study. Field study was conducted in Johannesburg at the University of the Witwatersrand, and research data was collected from 380 registered students of the University of the Witwatersrand, 18 years and older. Using the SPSS 22 and AMOS 22 software program, structural equation modeling (SEM) was performed to analyse the data set. The results revealed that price-quality inference of counterfeit products had a stronger relationship with customer attitudes towards economic benefits of purchasing counterfeit products, than to perceived behavioural control implying that the customers were more likely to purchase counterfeits because of the perceived price bargain and not because of the perceived ease of purchasing counterfeits. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (perceived behavioural control and price-quality inference of counterfeit products) and the outcome variable (purchase intention of counterfeit products)

Intention to purchase counterfeit luxury products: a comparative study between Pakistani and UK consumers

This study aims to provide a comparison between Pakistani and the UK consumers’ purchase intentions towards counterfeit luxury products by focusing on the relationships between the following factors: perceived quality, status consumption, low price and ethics. A sample of 251 university students from Pakistan (137) and the UK (114) was used. Data was analyzed using AMOS and SPSS. Results show that Pakistani consumers are satisfied with perceived quality of counterfeit products while the UK consumers are not. Status associated with the counterfeit products and prices of these products were found to be important factors for both samples. Pakistani consumers show less ethical behaviour compared to the UK consumers. Considering a single product category, i.e. luxury products, is a limitation of the study and selecting a single product category may possibly restrict the potential generalizability

Consumer Willingness toward Counterfeit Products in Pakistan: An Exploratory Study

The research explores the consumer willingness toward counterfeit products. The considered variables status consumption, novelty seeking, perceived risk and integrity. Attitude of consumers toward counterfeit products possess the positive relationship toward willingness of consumer to purchase counterfeit product but the perceived risk possess the negative relationship with consumer`s attitude. The status consumption and integrity also possess the negative relationship with the attitude toward counterfeit product. Novelty seeking holds the positive relationship with attitude. Keywords: Attitude toward counterfeit products, willingness to purchase counterfeit products, Perceived risk, status consumption, Integrity, and Novelty seeking

Intention to Purchase Counterfeit Products: The Impact of Unethical Beliefs, Social Status and Perceived Risk

Counterfeiting has become an economic problem as an increasing number of goods are being illegally produced. However, there is a dearth of studies investigating counterfeiting in the Arab World. This study uses a five-point Likert scale to examine the impact of moral beliefs, social status and perceived risk on the intention to purchase counterfeits of luxury brands in the Arab Gulf (n = 448). Structural equation modelling was employed for data analysis. Results show that consumers’ unethical beliefs and perceived risk have a negative, while status consumption has a positive, impact on the intention to purchase counterfeit products. Additionally, users’ demographic measures, such as religiosity, cultural background and socioeconomic status, do not have a significant impact on the intent to purchase counterfeit products. This study provides a new theoretical foundation for studying the purchase of counterfeit products in a non-Western culture, and also provides companies with a number of factors that might help in discouraging counterfeit product consumption