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Intention to purchase counterfeit luxury products: a comparative study between Pakistani and UK consumers

Research Output: Contribution to journal Article Peer-review

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Abstract

This study aims to provide a comparison between Pakistani and the UK consumers’ purchase intentions towards counterfeit luxury products by focusing on the relationships between the following factors: perceived quality, status consumption, low price and ethics. A sample of 251 university students from Pakistan (137) and the UK (114) was used. Data was analyzed using AMOS and SPSS. Results show that Pakistani consumers are satisfied with perceived quality of counterfeit products while the UK consumers are not. Status associated with the counterfeit products and prices of these products were found to be important factors for both samples. Pakistani consumers show less ethical behaviour compared to the UK consumers. Considering a single product category, i.e. luxury products, is a limitation of the study and selecting a single product category may possibly restrict the potential generalizability.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 331-346

Journal (Volume, Issue Number)

Journal of International Consumer Marketing (Volume 29, Issue 5)

Publication milestones

  • Published - 08/12/2017

Publication status

Published - 08/12/2017

ISSN

0896-1530

External Publication IDs

  • handle.net: 10547/622168
  • Scopus: 85038233371

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