What moderates attitudes and purchase intentions in a luxury brand counterfeits context?
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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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Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brandsPhau, Ian; Teah, Min (2009)The paper examines how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile ...
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