Purchase Intention Toward Counterfeits – Antecedents and Consequences From Culturally Diverse Countries

Bernhard Swoboda, Trier University, Germany
Karin Pennemann, Trier University, Germany
Markus Taube, Mercator School of Management, Germany
Cristian Dabija, Babes-Bolyai University, Romania
Counterfeits lead to illicit consumer behavior and compromise brand manufacturers. This study reveals differences in the antecedents’ impacts on purchase intention between culturally diverse countries: While fairness does not appear significant in Confucian countries, subjective norm accounts for a higher predictive value in collectivistic countries compared to individualistic ones.
[ to cite ]:
Bernhard Swoboda, Karin Pennemann, Markus Taube, and Cristian Dabija (2011) ,"Purchase Intention Toward Counterfeits – Antecedents and Consequences From Culturally Diverse Countries", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.