Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
Non‐price determinants of intention to purchase counterfeit goods: an exploratory study
Ist Teil von
International marketing review, 1995, Vol.12 (6), p.19-46
Erscheinungsjahr
1995
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
Counterfeiting is a serious problem besetting an increasing number
of industries. It affects not only products whose brand name is
synonymous with its quality or flavour, but also products which require
a high level of research and development, and marketing. Counterfeit
merchandise cuts into profits and harms the brand owner′s reputation. To
be effective in eradicating counterfeiting, one also has to understand
the consumer′s propensity to purchase counterfeit products. Challenges
the prevalent assumption that price is the main motive for purchasing
counterfeit products. Offers conceptualizations of eight possible
non‐price determinants of consumers′ behavioural intention towards the
purchase of counterfeit products. Uses established scale development
procedures to create multi‐item scales for these non‐price constructs.
Explores the explanatory role of these constructs by relating them to
purchase intention responses for four common counterfeit consumer
products, through multiple regression analyses. A convenience survey of
consumers in a South‐East Asian city with a pattern of use of
counterfeit goods provides data for this study. Results suggest that
non‐price determinants, particularly those relating to perceived product
attributes and attitude towards counterfeiting, affect consumers′
intention to purchase counterfeit products. The type and magnitude of
influence of these, however, differ across products as well as
individuals. Discusses implications for branded goods marketers and
policy makers.
Sprache
Englisch
Identifikatoren
ISSN: 0265-1335
DOI: 10.1108/02651339510102949
Titel-ID: cdi_proquest_miscellaneous_36078453
Format
–
Weiterführende Literatur
Empfehlungen zum selben Thema automatisch vorgeschlagen von bX