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| Tekijä: | Bian, X. Mountinho, L. |
| Otsikko: | The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits: direct and indirect effects |
| Lehti: | European Journal of Marketing
2011 : VOL 45:1/2, p. 191-216 |
| Asiasana: | brands image consumer behaviour United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to understand the determinants of consumers who buy counterfeit branded products, by studying the influence of perceived brand image, direct and indirect effects of product involvement and product knowledge on the purchase behavior of non-deceitful counterfeit products. A conceptual model is developed based on literature review and tested using hierarchical regression analysis on survey data from UK consumers. The results reveal that perceived brand personality is clearly the most significant factor affecting counterfeits purchase behavior. Other factors (knowledge and involvement) do not have an impact on the purchase intentions. |
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