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Consumers Attitudes Towards Counterfeit Products

1075 Words5 Pages

2 CHAPTER 2 LITERATURE REVIEW
2.1.1 Dependent Variable – Attitudes towards Counterfeit Products Counterfeit products dilute the brand equity and minimize the symbolic value of authentic luxury products (Zhou and Hui, 2003). There might not be a noticeable difference in perceived quality as counterfeits are cheaper substitutes for expensive genuine products (Gentry et al. 2006). According to Tom (1998), consumers are motivated to purchase products with a fashion component attached such as luxury products. Consumers are willing to pay for the visual attributes and functions without paying for the quality. Consumers are also expected to prefer counterfeit products with a famous brand name attached that would be meaningful to the consumer (Cordell, 1996). …show more content…

There are effects of two specific issues on consumers’ behavioural intention which are attitude towards counterfeiting and attitude towards market practices. If a person’s attitude towards counterfeiting is favourable, it is highly likely that he or she would consider the purchase of counterfeit products. It defines attitude towards market practices as a person’s beliefs and feelings towards the operations of the business institutions. He or she is less likely to purchase the branded originals if a person holds an unfavourable attitude towards the high-profile operations of branded goods manufacturers and the snob appeal of their products. Rather, these people are more likely to purchase the counterfeit version of branded goods. Indeed, it has been suggested that most people who buy counterfeit products think of themselves as penny-wise shoppers. Thus we would like to test whether such negative positioning of the branded originals and their manufacturers by the consumers will influence their intention to purchase the counterfeited

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