The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries
This paper aims to broaden the knowledge on why consumers buy counterfeit products, a global concern to manufacturers of original products. Extended through the concept of self-identity, the Theory of Planned Behavior is used as theoretical underpinning in a seven-country study. Overall, findings support the usefulness of the extended TBP to explain the demand for fakes in a multi-country setting. A more in-depth look into individual linkages reveals national idiosyncrasies and provides interesting avenues for future research.
Elfriede Penz and Barbara Stoettinger (2009) ,"The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 610-612.
Elfriede Penz, Wirtschaftsuniversitaet Wien, Austria
Barbara Stoettinger, Wirtschaftsuniversitaet Wien, Austria
NA - Advances in Consumer Research Volume 36 | 2009
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