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

Share Proceeding

Featured papers

See More


Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More


Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping

Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.