Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East

Laud, G, Rahman, K and Mulye, R 2013, 'Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East', Advances in Consumer Research, vol. 10, no. 1, pp. 90-94.


Document type: Journal Article
Collection: Journal Articles

Title Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East
Author(s) Laud, G
Rahman, K
Mulye, R
Year 2013
Journal name Advances in Consumer Research
Volume number 10
Issue number 1
Start page 90
End page 94
Total pages 5
Publisher Association for Consumer Research
Abstract This research examines the determinants of consumers' willingness to buy counterfeit brands in UAE, using three stages: a projective technique, an exploratory stepwise regression modeling, and a confirmatory structural equation modeling. We found that frequent change in fashion is the dominant driver of willingness to buy counterfeit brands.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Counterfeits
fashion
consumer behaviour
brand management
Copyright notice © This work is copyrighted by The Association for Consumer Research.
ISSN 0098-9258
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