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An experiment on non-luxury fashion counterfeit purchase: the effects of brand reputation, fashion attributes, and attitudes toward counterfeiting

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Listed:
  • Haesun Park-Poaps

    (Ohio University)

  • Jiyun Kang

    (Texas State University)

Abstract

The purpose of this experimental study was to investigate the effects of brand reputations (high vs. low), evaluation of product attributes, and attitudes toward counterfeiting on the purchase likelihood of non-luxury counterfeit fashion products (shirts, handbags, shoes). A total of 121 female college students participated in a 2 (counterfeit vs. genuine purchasing situation) × 2 (brand reputation) laboratory experiment. In general, across the product types, effects of purchasing situation were slightly different across products types. Brand reputation was found significant affecting purchase likelihood for shirts and shoes. A pattern of the interaction between the purchase situation and brand reputation was detected, although not statistically significant. The effects of attitudes toward counterfeiting were generally unsupported, while the effects of fashion-related and value attributes were significant across the three products.

Suggested Citation

  • Haesun Park-Poaps & Jiyun Kang, 2018. "An experiment on non-luxury fashion counterfeit purchase: the effects of brand reputation, fashion attributes, and attitudes toward counterfeiting," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 185-196, March.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:2:d:10.1057_s41262-017-0077-x
    DOI: 10.1057/s41262-017-0077-x
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    References listed on IDEAS

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    Cited by:

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    2. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    3. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Renton, Michelle & Richard, James E., 2020. "Entrepreneurship in marketing: Socializing partners for brand governance in EM firms," Journal of Business Research, Elsevier, vol. 113(C), pages 180-188.
    5. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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