Intention to purchase counterfeit luxury products: a comparative study between Pakistani and UK consumers
Abstract
This study aims to provide a comparison between Pakistani and the UK consumers’ purchase intentions towards counterfeit luxury products by focusing on the relationships between the following factors: perceived quality, status consumption, low price and ethics. A sample of 251 university students from Pakistan (137) and the UK (114) was used. Data was analyzed using AMOS and SPSS. Results show that Pakistani consumers are satisfied with perceived quality of counterfeit products while the UK consumers are not. Status associated with the counterfeit products and prices of these products were found to be important factors for both samples. Pakistani consumers show less ethical behaviour compared to the UK consumers. Considering a single product category, i.e. luxury products, is a limitation of the study and selecting a single product category may possibly restrict the potential generalizability.Citation
Hussain A, Kofinas A K, Win S (2017) 'Intention to purchase counterfeit luxury products: a comparative study between Pakistani and UK consumers', Journal of International Consumer Marketing 29 (5) 331-346Publisher
Taylor & Francis (Routledge): SSH TitlesAdditional Links
http://www.tandfonline.com/doi/abs/10.1080/08961530.2017.1361881?journalCode=wicm20Type
ArticleLanguage
enISSN
0896-1530EISSN
1528-7068ae974a485f413a2113503eed53cd6c53
10.1080/08961530.2017.1361881
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