Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/180201 
Year of Publication: 
2017
Citation: 
[Journal:] Pakistan Business Review [ISSN:] 1561-8706 [Volume:] 19 [Issue:] 1 [Publisher:] Institute of Business Management [Place:] Karachi [Year:] 2017 [Pages:] 251-266
Publisher: 
Institute of Business Management, Karachi
Abstract: 
This study aims to identify factors shaping attitude toward counterfeit products and their relative influence on attitude formation. This involves 200 potential and actual consumers of counterfeit products in an explanatory research. Antecedents of attitude toward counterfeit purchases extracted from literature review are PriceQuality Inference, Subjective Norms, Past Experience, Risk Aversion and Personal Gratification. Multiple regression and Independent Sample t-test are used to analyze the data. Results show a significant impact of past experience, risk aversion and personal gratification and insignificant impact of subjective norms and price-quality inference on attitude formation toward counterfeit wrist watches.It is recommended to use experiential marketing to convey delicate difference of experiencing original brands and enhance the perceived risk of using copied products.
Subjects: 
Attitude
Counterfeit Products Price-Quality Inference
Subjective Norms
Information Susceptibility
Normative Susceptibility
Past Experience
Risk Aversion
Personal Gratification
JEL: 
Z0
Document Type: 
Article
Document Version: 
Published Version
Appears in Collections:

Files in This Item:
File
Size
119.51 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.