Buy Genuine Luxury Fashion Products Or Counterfeits?

Boonghee Yoo, Hofstra University, USA
Seung-Hee Lee, Kent State University, USA
The research examined the effect of three groups of variables on purchase intention of luxury fashion designer brands and their corresponding counterfeits: past behavior (past purchases of counterfeits and originals), attitudes toward buying counterfeits (by economic and hedonic benefits), and individual characteristics (materialism, perception of future social status, and self-image). Data of 324 Korean female students confirmed that the variables were determinants of purchase intention of counterfeits and originals and that purchase intention of counterfeits was positively related to purchase intention of originals whereas purchase intention of originals was negatively related to purchase intention of counterfeits.
[ to cite ]:
Boonghee Yoo and Seung-Hee Lee (2009) ,"Buy Genuine Luxury Fashion Products Or Counterfeits?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 280-286.