Influence of Consumers' Need for Uniqueness on Attitudes Towards Counterfeiting of Luxury Brands

Teah, Min; Phau, Ian

Access Status

Fulltext not available

Authors

Teah, Min

Phau, Ian

Date

2012

Type

Conference Paper

Metadata

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Citation

Teah, M. and Phau, I. 2012. Influence of Consumers' Need for Uniqueness on Attitudes Towards Counterfeiting of Luxury Brands, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.

Source Title

Proceedings of the Australian and New Zealand Marketing Academy conference

Source Conference

Australian and New Zealand Marketing Academy Conference

Additional URLs

http://www.anzmac.org/conference_archive/2012/papers/349ANZMACFINAL.pdf

ISSN

1447-3275

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/14654

Collection

Curtin Research Publications

Abstract

This paper examines the influence of consumers’ need for uniqueness on attitudes towards counterfeiting of luxury brands and purchase intention. Attitudes towards counterfeiting of luxury brands is found to influence purchase intention. An exploratory factor analysis of the scale “consumers’ need for uniqueness” scale revealed two factors which are counter choice conformity and avoidance of similarity. The research findings can be used to formulate strategies for academia, practitioners and more importantly policy makers.