Non-Price Determinants of the Purchase Intention Towards Counterfeit Global Brands: an International Comparison of Respondents As a Moderator of Behavior

Claudia Velez-Zapata, Business Faculty, Universidad Pontificia Bolivariana
This study analyzes the determinants of intention to purchase of counterfeit clothing global brands in Bologna, Madrid, Chicago and Medellin. This research shows the relevance of non-price factors (i.e. perceived quality, public and private prejudice). Additionally, it presents evidence which support city of the respondents as a moderator of behavior.
[ to cite ]:
Claudia Velez-Zapata (2016) ,"Non-Price Determinants of the Purchase Intention Towards Counterfeit Global Brands: an International Comparison of Respondents As a Moderator of Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 763-763.