Targeting buyers of counterfeits of luxury brands: a study on attitudes of Singapore consumers

Abstract

The paper examines the factors that influence Singaporean consumer's attitudes towards counterfeits of luxury brands. Data was collected from a convenience sample of postgraduate students of a large university using a self-administered questionnaire. Social influence, brand consciousness and price quality inference were found to significantly influence attitudes towards counterfeits of luxury brands. There is no significant relationship with personal gratification, value consciousness, and brand prestige. Attitudes towards counterfeits of luxury brands were found to influence purchase intention.