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Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products

Author

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  • Musnaini Musnaini
  • Sri Wahyuni Astuti
  • Badri Munir Sukoco
  • Syahmardi Yacob

Abstract

This study is two-fold: 1) to explore the emotional aspect of the consumers to buy luxury brand counterfeit products including hedonism motivation and intention to buy; 2) to extend the variables that influences the consumers to purchase fake luxury brand products. The study conducted in Surabaya City and randomly assigned to two experiments demonstrates that hedonism motivation into understanding consumers demanding to purchase luxury brand counterfeit products. The results of the empirical analysis suggest that participants who have high hedonism motivation affect their intentions of purchasing such luxury brand counterfeit products positively. It is also seen that there is high demand for luxury brand counterfeit products in the market.

Suggested Citation

  • Musnaini Musnaini & Sri Wahyuni Astuti & Badri Munir Sukoco & Syahmardi Yacob, 2017. "Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 19(4), pages 497-511.
    • Handle: RePEc:ids:ijbglo:v:19:y:2017:i:4:p:497-511
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    Cited by:

    1. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
    2. Akram, Umair & Junaid, Muhammad & Zafar, Abaid Ullah & Li, Zhiwen & Fan, Mingyue, 2021. "Online purchase intention in Chinese social commerce platforms: Being emotional or rational?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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