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Is The Price Only Motivation Source To Purchase Counterfeit Luxury Products?

Author

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  • NIL ENGIZEK
  • AHMET SEKERKAYA

Abstract

The purpose of this study was to explore the effects of non-price motivation sources on consumers voluntary counterfeit luxury brands purchase intention. Specifically, personal characteristics (materialism, value consciousness, brand sensitivity and fashion consciousness), social motivations (status consumption, self-monitoring and normative influences) and product related features (perceived value and risk) were examined. A faceto-face survey was conducted to test the structural model. A total of 1001 female consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modeling. Structural equation modeling showed that happiness subscale of materialism scale was the strongest predictors of voluntary counterfeit luxury brands purchase intention. Perceived social value, normative influences, perceived price value, self-monitoring ability and fashion consciousness were the other dimensions that affected purchase intention significantly

Suggested Citation

  • Nil Engizek & Ahmet Sekerkaya, 2015. "Is The Price Only Motivation Source To Purchase Counterfeit Luxury Products?," Journal of Academic Research in Economics, Spiru Haret University, Faculty of Accounting and Financial Management Constanta, vol. 7(1 (March)), pages 89-118.
    • Handle: RePEc:shc:jaresh:v:7:y:2015:i:1:p:89-118
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    Citations

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    Cited by:

    1. Katyal, Kanupriya & Dawra, Jagrook & Soni, Nitin, 2022. "The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands?," Journal of Business Research, Elsevier, vol. 152(C), pages 191-204.
    2. Selma Kalyoncuoglu & Begum Sahin, 2017. "Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 76-88, August.

    More about this item

    Keywords

    Counterfeiting; Counterfeit Products; Luxury Brands; Turkey.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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