Why customer do not buy counterfeit luxury branded product. The effect of personality, perceived quality and attitude

Nurul Adzwina Abdul Rahman Bledram, (2011) Why customer do not buy counterfeit luxury branded product. The effect of personality, perceived quality and attitude. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study aims to understand consumer attitude on why consumer did not purchase counterfeit luxury branded product, the effect of personality, perceived quality and attitude. This study is a new research as most past researcher has done about why customer purchase counterfeit but this study make a research on why customer do not buy counterfeit luxury branded product. The framework use personality factors (value consciousness, novelty seeking, integrity, personal gratification, status consumption and materialistic) and perceived quality as independent variable, attitude toward counterfeit luxury branded product as mediator and Intention not to purchase as dependent variable. A survey on 115 non-purchaser of counterfeit was conduct in Kota Kinabalu and the result shows that intention not to purchase counterfeit luxury branded product dependent on the attitude of consumer towards counterfeit luxury branded product. The attitude towards counterfeit luxury branded product was influence by value conscious, novelty seeking and integrity. This study also found out that attitude towards counterfeit luxury branded product fully mediates the relationship between novelty seeking and intention not to purchase counterfeit luxury branded product. This means, only novelty seeking consumer will not have any intention to purchase counterfeit luxury branded product. This study does not mean to support counterfeit but only to understand about consumer behaviour which in turn will give practical implication to manufacturer, marketers and scholar. Theoretical contribution of this study is wider knowledge regarding consumer attitude especially on counterfeit products.

Item Type:Thesis (Masters)
Uncontrolled Keywords:consumer attitude, luxury branded product, counterfeit, purchase
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:9205
Deposited By:IR Admin
Deposited On:09 Jul 2014 09:35
Last Modified:09 Jul 2014 09:35

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