Consumer Willingness to Purchase Counterfeit Brands: Frequent Change in Fashion As a Determinant

Kaleel Rahman, American University in Dubai, United Arab Emirates
This research examined the determinants of consumers’ willingness to buy counterfeit brands within the context of UAE market. Using a projective technique, we induced reasons why consumers prefer counterfeit brands. Then we developed scales to measure these factors, and conducted stepwise regression. Frequent change in fashion emerges as the strongest determinant of willingness to buy counterfeit brands.
[ to cite ]:
Kaleel Rahman (2011) ,"Consumer Willingness to Purchase Counterfeit Brands: Frequent Change in Fashion As a Determinant", 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.