An Experiment on Non-Luxury Fashion Counterfeit Purchase: The Effects of Brand Reputation, Fashion Attributes, and Attitudes Toward Counterfeiting

12 Pages Posted: 24 Apr 2018

See all articles by Haesun Park-Poaps

Haesun Park-Poaps

Ohio University

Jiyun Kang

Texas State University, San Marcos

Date Written: October 2017

Abstract

The purpose of this experimental study was to investigate the effects of brand reputations (high vs. low), evaluation of product attributes, and attitudes toward counterfeiting on the purchase likelihood of non-luxury counterfeit fashion products (shirts, handbags, shoes). A total of 121 female college students participated in a 2 (counterfeit vs. genuine purchasing situation) × 2 (brand reputation) laboratory experiment. In general, across the product types, effects of purchasing situation were slightly different across products types. Brand reputation was found significant affecting purchase likelihood for shirts and shoes. A pattern of the interaction between the purchase situation and brand reputation was detected, although not statistically significant. The effects of attitudes toward counterfeiting were generally unsupported, while the effects of fashion-related and value attributes were significant across the three products.

Keywords: Counterfeit, Product evaluation, Non-luxury brand

Suggested Citation

Park-Poaps, Haesun and Kang, Jiyun, An Experiment on Non-Luxury Fashion Counterfeit Purchase: The Effects of Brand Reputation, Fashion Attributes, and Attitudes Toward Counterfeiting (October 2017). Journal of Brand Management, Vol. 25, Issue 2, 2017. Available at SSRN: https://ssrn.com/abstract=3160735 or http://dx.doi.org/10.1057/s41262-017-0077-x

Haesun Park-Poaps (Contact Author)

Ohio University ( email )

Athens, OH 45701-2979
United States

Jiyun Kang

Texas State University, San Marcos ( email )

601 University Drive
San Marcos, TX 78666-4616
United States

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