Date of Award

1-1-2012

Document Type

Campus Access Thesis

Department

Retailing

First Advisor

Deborah JC Brosdahl

Second Advisor

Jiyeon Kim

Abstract

Counterfeiting is growing global phenomenon that is affecting the retail industry across the globe. Counterfeiting is the production and sale of non-authentic products that bear a registered trademark or name without having the right to do so. Non-deceptive counterfeiting is becoming more common. This is where a consumer knowingly and willingly purchases counterfeit goods. One of the most frequently counterfeited products is a purse, for their easy replications and brand names.

Using a psychological theory created by David Katz in 1960, an electronic survey was distributed to 182 female retail students at the large southeastern university to investigate the purchase intention of luxury counterfeit brand goods and counterfeit luxury purses and whether brand conspicuousness played a role in purse preference based on two specific attitude functions, socially adjustive and value expressive.

It was found that it was difficult to pinpoint a profile of the counterfeit luxury brand product based on attitude functions. Both attitude functions preferred the purses with the more conspicuous logo, while there was no difference in purchase intention between the groups for the less conspicuous logo. Both attitude groups also displayed purchase intention for buying counterfeit luxury brand goods and are willing to purchase non-decpetive counterfeit luxury brand products.

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