Perceived Value and Purchase Intention of Counterfeit Luxury Brands: Testing the Moderation of Materialism
Saleh, Mahmoud Abdel Hamid . 2019
Consumption of counterfeit products is considered a serious trade phenomenon that affects the original product producers and economies all over the world. This study is aimed to explore the associations of perceived value constructs with purchase intention of counterfeit luxury brands in the Saudi market. 435 consumers were surveyed, representing the study sample. The findings of the study revealed positive associations of quality, emotional, price, and social values with purchase intention of counterfeit luxury brands. However, the moderation of materialism does not influence the relationships between perceived value dimensions and purchase intention of counterfeit luxury brands. The study findings could be a guide for businesses and government in Saudi Arabia so as to develop strategies that can reduce the trade of counterfeit brands and protect genuine luxury brands in the Saudi market.
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