Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/247973 
Year of Publication: 
2019
Citation: 
[Journal:] Verslas: Teorija ir praktika / Business: Theory and Practice [ISSN:] 1822-4202 [Volume:] 20 [Publisher:] Vilnius Gediminas Technical University [Place:] Vilnius [Year:] 2019 [Pages:] 208-215
Publisher: 
Vilnius Gediminas Technical University, Vilnius
Abstract: 
The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers ( patrician , parvenus and poseur ) in the context of luxury brand fashion. Data were obtained from a sample consisting of 400 consumers considered eligible. There were three findings; first, for the poseur class, consumer motives for purchasing products had an effect on counterfeit products and conspicuous brand prominence, as well as purchasing behavior. Second, for the parvenus class, consumer motives for purchasing products had no significant effect on counterfeit products, but it had a significant effect on brand prominence and purchasing behavior. Third, for the patrician class, consumer motives for purchasing products had no significant effect on counterfeit products and conspicuous brand prominence, and counterfeit products and brand prominence had no significant effect on purchasing behavior.
Subjects: 
consumer motives
brand prominence
counterfeit products
purchasing behavior
JEL: 
M3
M31
M39
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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