An examination of determinants of likelihood of consideration of counterfeit luxury branded products

Bian, Xuemei (2008) An examination of determinants of likelihood of consideration of counterfeit luxury branded products. In: Advances in Doctoral Research in Management. World Scientific, Singapore, pp. 77-102. ISBN 9789812778659

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Abstract

This study examines the determinants of likelihood of consideration of counterfeit branded luxury handbags in the context of nondeceptive counterfeiting. The effects of consumer-perceived brand personality, benefits, product attributes, perceived risks, and consumer demographic variables are anticipated and explored. Focus groups are used to generate criteria which consumers used to evaluate studied brands, and an interview survey is used to collect data for the main study. SPSS and R software are used to analyze data. Generalised linear model analyses reveal that the brand personality is the dominant factor in determining the likelihood of the consideration of the counterfeit branded luxury products. In general, the perceived risks and the demographic variables do not appear to be significantly influential on the formation of the consideration set in the context of nondeceptive counterfeiting. In addition, factor analysis results provide empirical evidence on Plummer's (2000, 1985). Brand image components notion and further suggest that the perceived risks shall not be regarded as part of the benefit/consequence component of brand image concept.

Item Type:	Book Section
Uncontrolled Keywords:	counterfeit, brand personality, perceived risk, consideration set
Subjects:	N500 Marketing N900 Others in Business and Administrative studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Ay Okpokam
Date Deposited:	06 Dec 2017 12:45
Last Modified:	19 Nov 2019 09:05
URI:	http://nrl.northumbria.ac.uk/id/eprint/32747

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