Purchase Intention Toward Counterfeits – Antecedents and Consequences From Culturally Diverse Countries

Counterfeits lead to illicit consumer behavior and compromise brand manufacturers. This study reveals differences in the antecedents’ impacts on purchase intention between culturally diverse countries: While fairness does not appear significant in Confucian countries, subjective norm accounts for a higher predictive value in collectivistic countries compared to individualistic ones.


Bernhard Swoboda, Karin Pennemann, Markus Taube, and Cristian Dabija (2011) ,"Purchase Intention Toward Counterfeits – Antecedents and Consequences From Culturally Diverse Countries", 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.


Bernhard Swoboda, Trier University, Germany
Karin Pennemann, Trier University, Germany
Markus Taube, Mercator School of Management, Germany
Cristian Dabija, Babes-Bolyai University, Romania


NA - Advances in Consumer Research Volume 38 | 2011

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