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    What moderates attitudes and purchase intentions in a luxury brand counterfeits context?

    131223_What%20moderates%20attitudes.pdf (164.1Kb)
    Access Status
    Open access
    Authors
    Teah, Min
    Date
    2009
    Type
    Working Paper
    
    Metadata
    Show full item record
    Citation
    Teah, M. 2009. What moderates attitudes and purchase intentions in a luxury brand counterfeits context?, Marketing Insights; School of Marketing. Working Papers Series: no. 2009011, Curtin University of Technology, School of Marketing.
    ISSN
    14489716
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/18423
    Collection
    • Curtin Research Publications
    Abstract

    The study aims to understand the moderators that would enhance the relationship between attitudes towards counterfeits of luxury brands and purchase intentions of Chinese consumers. Data collection was conducted in a major shopping complex in downtown Shanghai. A response rate of 14% was recorded. Findings reveal that both social and personality factors enhance the relationship of attitudes towards counterfeits of luxury brands and purchase intentions. However, only value consciousness was found to be insignificant moderator. Various implications were derived and limitations and future directions of the study were also delineated.

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