Antecedents of Attitudes Toward Counterfeits of Luxury Brands: a Consumer Misbehavior Model Perspective

Seung-Hee Lee, Kent State University, USA
Boonghee Yoo, Hofstra University, USA
The purpose of this study was to examine the determinants that influence consumers to purchase counterfeit products, and to propose and test a model that deals with the main antecedents of consumer attitudes toward counterfeits of luxury brand. The consumer misbehavior model was adopted for this study as theoretical framework. This research involves three elements: 1) product variables such as price and quality, 2) individual variables such as materialism and consumer ethics, and 3) social variables such as subjective norms based on the framework.
[ to cite ]:
Seung-Hee Lee and Boonghee Yoo (2010) ,"Antecedents of Attitudes Toward Counterfeits of Luxury Brands: a Consumer Misbehavior Model Perspective", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 847-848 .