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Authentic or Counterfeit? Determinants of Purchase Intention and Strategies to Reduce Counterfeit Demand

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Title: Authentic or Counterfeit? Determinants of Purchase Intention and Strategies to Reduce Counterfeit Demand
Author: Kamranfard, Mojtaba
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Dhar, TirthaKanetkar, Vinay
Abstract: Counterfeit products are a major problem throughout the world, resulting in several negative effects. The current research identified the most important determinants of people's attitude towards counterfeit products. Moreover, this research explored the effectiveness of two types of strategies in reducing counterfeit demand. Results showed that an educational strategy, in which a company educates consumers how to distinguish between authentic and counterfeit versions of its products, is more effective than a typical promotional strategy in reducing intention to buy counterfeit products. Importantly, it was found that a promotional strategy might even backfire and increase demand for counterfeit versions of products. Results also revealed that subjective norm, materialism, and perceived risk were significant predictors of attitude towards counterfeit products. Contrary to predictions, however, integrity was not a significant determinant. Finally, it was found that attitude towards counterfeit products would determine people's intention to buy these products.
URI: http://hdl.handle.net/10214/12970
Date: 2018-04
Rights: Attribution-NonCommercial-NoDerivs 2.5 Canada
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Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada