Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East

This research examines the determinants of consumers’ willingness to buy counterfeit brands in UAE, using three stages: a projective technique, an exploratory stepwise regression modeling, and a confirmatory structural equation modeling. We found that frequent change in fashion is the dominant driver of willingness to buy counterfeit brands.


Kaleel Rahman, Rajendra Mulye, and Gaurangi Laud (2013) ,"Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 90-94.


Kaleel Rahman, RMIT University, Australia
Rajendra Mulye, RMIT University, Australia
Gaurangi Laud, RMIT University, Australia


E - European Advances in Consumer Research Volume 10 | 2013

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