Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands

Volume: 26, Issue: 1, Pages: 15 - 27
Published: Jan 23, 2009
Abstract
Purpose – This paper sets out to examine how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile of buyers and non‐buyers of counterfeits of luxury brands.Design/methodology/approach – A self‐administered questionnaire was designed using established scales. A survey was conducted in downtown Shanghai...
Paper Details
Title
Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands
Published Date
Jan 23, 2009
Volume
26
Issue
1
Pages
15 - 27
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