Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands
MetadataShow full item record
The definitive version is available from the Emerald Group Publishing Limited
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 of buyers and non-buyers of counterfeits of luxury brands. A self-administered questionnaire was designed using established scales. A survey was conducted in downtown Shanghai through the "mall intercept" method. A variety of statistical techniques was used to analyse the data. Status consumption and integrity are strong influencers of purchase intention, whereas normative susceptibility, information susceptibility, personal gratification, value consciousness, novelty seeking had weaker influencing relationships. The attitude towards counterfeiting of luxury brands is found to influence purchase intention. Collectivism does not influence attitudes nor purchase intentions towards counterfeits of luxury brands. The findings are only limited to Chinese consumers in Shanghai, which cannot be generalized across whole of China. Further, only luxury brands are considered. Other cultural contexts and product categories should be investigated in future. This research provides an in depth understanding of Chinese consumers' attitudes towards counterfeits of luxury brands. The research findings can be used to formulate strategies for academia, practitioners and more importantly policy makers to help eradicate or at the very least curb counterfeiting activities.The majority of previous studies focused on counterfeiting and piracy of music and other optical media whereas this paper focussed exclusively on luxury brands. Status consumption is also added as an antecedent towards attitudes and purchase intention of counterfeits.
Showing items related by title, author, creator and subject.
Teah, Min; Phau, Ian; Huang, Y. (2015)Purpose – This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and Taiwan Chinese consumers. ...
To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeitsPhau, Ian; Sequeira, Marishka; Dix, Steve (2009)This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. Convenience sampling method was employed and a self administered ...
Sharma, Piyush; Chan, R. (2015)Purpose – The purpose of this paper is to introduce a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives using cognitive ...