Do Foreign Brand Preferences Lead to Counterfeiting? Cross-Country Insights

Bernhard Swoboda, Trier University, Germany
Karin Pennemann, Trier University, Germany
Markus Taube, Mercator School of Management, Germany
Dirk Morschett, University of Fribourg, Switzerland
Foreign brand preferences matter when explaining consumers' counterfeiting behavior. The study examines the indirect impact of foreign brand preferences on purchase intention toward counterfeits for developing and developed countries. These impacts are moderated by price consciousness and integrity. Results show that price consciousness is more curial in develop-ing countries.
[ to cite ]:
Bernhard Swoboda, Karin Pennemann, Markus Taube, and Dirk Morschett (2011) ,"Do Foreign Brand Preferences Lead to Counterfeiting? Cross-Country Insights", 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.