Materialism and happiness as predictors of willingness to buy counterfeit luxury brands
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The study examines the effect of material values – namely material success, material happiness, material essentiality and material distinctiveness – and life satisfaction and lawfulness with regards to consumers’ attitude toward counterfeit luxury brands and their affect on consumers’ willingness to buy counterfeit luxury brands. To test the research model, a new scale to measure and conceptualize materialism was developed and two new constructs: “material essentiality” and “material distinctiveness” were created.
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