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