How do personality factors influence attitudes towards counterfeiting of luxury brands?

Teah, Min; Phau, Ian

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Access Status

Open access

Authors

Teah, Min

Phau, Ian

Date

2008

Type

Working Paper

Metadata

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Citation

Teah, Min and Phau, Ian (2008) How do personality factors influence attitudes towards counterfeiting of luxury brands?, Marketing Insights: School of Marketing Working Paper: no. 200808, Curtin University of Technology, School of Marketing.

Faculty

Curtin Business School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/36377

Collection

Curtin Research Publications

Abstract

This paper examines how personality factors influence attitudes towards counterfeiting of luxury brands and purchase intention. Attitudes towards counterfeiting of luxury brands is found to influence purchase intention. A factor analysis of the scale 'attitudes towards counterfeiting of luxury brands' revealed two factors, which are namely 'perceptions of counterfeits' and 'social consequences'. Status consumption and integrity are strong influencers of purchase intention, whereas personal gratification, value consciousness, and novelty seeking had weaker influencing relationships. The research findings can be used to formulate strategies to better counter counterfeiting.