Abstract
Counterfeiting is a major threat faced by established legal manufacturers. In addition to
being a direct threat to the legal manufacturers’, counterfeiting causes loss of future
employment opportunities, threatens the existing jobs at the legal manufacturer, causes
an increase in the marketing expenditure, and more seriously, damages the value of the
brand. The objectives of this study are to understand how consumers’ personalities and
other social-factors shape their purchasing behavior, specifically related to the purchase
of counterfeited products. Data were collected from 311 students of different public
sector universities operating in Pakistan. The results indicate that materialism has an
insignificant impact on purchase intentions and that this relationship is mediated by the
respondents’ attitude towards counterfeited products. The other variables that were
included in the model i.e. ethical sensitivity, legal sensitivity, personal gratification, and
product quality, all registered a significant impact on the purchase intentions and
confirmed the mediating role of attitude towards counterfeited products.
Muhammad Zeshan Naeem, Akhtar Tanweer, Muhammad Azizullah Khan. (2019) Antecedents of Young Consumer’s Purchase Intention towards Counterfeit Fashion Wear in Pakistan, NUML International Journal of Business & Management, Volume 14, Issue 2.
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