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    Exploring the role of lawfulness and legality on purchasing counterfeit products

    144931_2010010[1].pdf (67.36Kb)
    Access Status
    Open access
    Authors
    Dix, Steve
    Date
    2010
    Type
    Working Paper
    
    Metadata
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    Citation
    Dix, Steve. 2010. Exploring the role of lawfulness and legality on purchasing counterfeit products, Marketing Insights; School of Marketing Working Paper Series: no. 2010010, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/10765
    Collection
    • Curtin Research Publications
    Abstract

    This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non-buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands.

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