Exploring counterfeit purchase behavior: Towards a unified conceptual framework
Prior research on counterfeit purchase behavior shows mixed findings, possibly because it focuses on the ‘direct’ and ‘independent’ effects of attitudes, ethical judgments, and subjective norms, and ignores the role of important constructs such as counterfeit proneness and product evaluations. This...
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| Format: | Conference Paper |
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Association for Consumer Research (ACR)
2011
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| Online Access: | http://www.acrwebsite.org/volumes/v39/acr_v39_9327.pdf http://hdl.handle.net/20.500.11937/11140 |