Value-Based Drivers For Luxury Counterfeit Consumption:An Empirical Study
The aim of this study is to deepen the understanding of luxury counterfeit consumption by using the theories of brand.The current study is a quantitative research in which the interpersonal and personal values of luxury counterfeit consumption are explored.The hypotheses are tested using logistic regression analyses with survey data from 400 consumers in China.The results indicate that: 1) consumers of counterfeits positively influence by interpersonal value (conspicuousness) and personal values (self-directed pleasure,fashion conscious,and envy); 2) consumers’ brand knowledge acts as a moderator in the relationship of consumer values and counterfeit ownership.The results of this study hold important implications for both managers and academics.They help to highlight managers to understand the factors that truly affect consumers purchase intention of counterfeit.For academic,the paper demonstrates that brand influence should be further explored in the study of consumer behavior in counterfeit.
Counterfeiting Brands Consumer behavior China
Ling Jiang Véronique Cova Richard Huaman
Faculty of Applied Economics,Aix Marseille University,Aix en Provence,France IAE Graduate School of Management,Aix Marseille University,Aix en Provence,France
国内会议
北京
英文
1-19
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）