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    The role of lawfulness and legality toward purchasing counterfeits of luxury brands

    115130_9042_49 - C - Dix _ Phau ANZMAC 08 The role of lawfulness and legality.pdf (141Kb)
    Access Status
    Open access
    Authors
    Dix, Steve
    Phau, Ian
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Dix, Steve and Phau, Ian. 2008. The role of lawfulness and legality toward purchasing counterfeits of luxury brands, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference 2008
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/5814
    Collection
    • Curtin Research Publications
    Abstract

    This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non-buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Further managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands.

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