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The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

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  • Abraham Yeboah
  • Vida Owusu-Prempeh
  • Samuel Adjei

Abstract

Previous research has shown that counterfeit activity causes major losses to individuals and country¡¯s economy in the global market. This is as a result of less awareness being created across various markets. The study introduced an integrated cognitive behavioural theory in order to advance knowledge in such dimension. The aim of this research study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana. The research mainly assessed offline media such as, television, radio, newspaper, and billboard, as well as online media such as, facebook, linkedIn, whatsapp, and twitter. A sample of 196 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by multiple regression to determine the significant association between the variables involved in this study. The overall results of the offline media variables revealed that, only radio is found significant association with counterfeit awareness among non-perishable and non-food products in Ghana. Among the variables that are rejected with no significant association with counterfeit awareness involved television, newspaper and billboard. With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter. The study recommends that consequences about using counterfeit product should be explored to ascertain its effect.

Suggested Citation

  • Abraham Yeboah & Vida Owusu-Prempeh & Samuel Adjei, 2017. "The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(6), pages 31-42, December.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:6:p:31-42
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    References listed on IDEAS

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    4. Chaudhry, Peggy E. & Zimmerman, Alan & Peters, Jonathan R. & Cordell, Victor V., 2009. "Preserving intellectual property rights: Managerial insight into the escalating counterfeit market quandary," Business Horizons, Elsevier, vol. 52(1), pages 57-66.
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    More about this item

    Keywords

    offline media; online media; counterfeit awareness; among non-perishable and non-food products; Ghana;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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