Research on Motivations Underlying the Attitude and the Intention to Purchase Counterfeits of Luxury Brands: Based on the Functional Theory of Attitude

摘要：

The functional theory of attitude has long been of interest in marketing research. A lot of researches have proved the purchasing intention of counterfeit luxury brands are affected by the utilitarian function and the social identity function. But few researches pay attention to the situational factors which may moderate the relationship between the attitude functions and purchasing intention of counterfeit luxury brands. This research proposes that store atmosphere, the location and occasion of the shopping acticity,and the relationship between the genuine product and the counterfeit can all moderate the attitude functions toward purchasing intention.

关键词： The functional theory of attitude Purchase intention Counterfeits Luxury brands

作者: YANG Zheshuai Herman Gomes

作者单位: School of Business, Renmin University of China, Beijing, 100872 College of Business, Nanyang Technological University, Singapore, 639798

会议类型: 国际会议

会议名称: 2011 Exchange Conference--International Marketing Science and Information Technology(2011国际营销科学与信息技术交流大会)

会议地点: 贵阳

会议语种:英文

页码: 23-27

在线出版日期: 2011-12-17（万方平台首次上网日期，不代表论文的发表时间）