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...
| Main Authors: | , |
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| Other Authors: | |
| 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 |
| _version_ | 1848747725561004032 |
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| author | Sharma, Piyush Chan, R. |
| author2 | Rohini Ahluwalia |
| author_facet | Rohini Ahluwalia Sharma, Piyush Chan, R. |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 paper addresses these gaps with a unified conceptual framework with counterfeit proneness as a focal construct and product evaluation as a key mediator of the process of counterfeit purchase behavior. Using a study with 610 ethnic Chinese shoppers in Hong Kong across four product categories it shows that counterfeit proneness influences the attitudes, ethical judgments, and subjective norms about buying a counterfeit product, which in turn affect the evaluation of a counterfeit product and purchase intentions |
| first_indexed | 2025-11-14T06:53:43Z |
| format | Conference Paper |
| id | curtin-20.500.11937-11140 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:53:43Z |
| publishDate | 2011 |
| publisher | Association for Consumer Research (ACR) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-111402023-01-18T08:46:47Z Exploring counterfeit purchase behavior: Towards a unified conceptual framework Sharma, Piyush Chan, R. Rohini Ahluwalia Tanya L. Chartrand Rebecca K. Ratner 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 paper addresses these gaps with a unified conceptual framework with counterfeit proneness as a focal construct and product evaluation as a key mediator of the process of counterfeit purchase behavior. Using a study with 610 ethnic Chinese shoppers in Hong Kong across four product categories it shows that counterfeit proneness influences the attitudes, ethical judgments, and subjective norms about buying a counterfeit product, which in turn affect the evaluation of a counterfeit product and purchase intentions 2011 Conference Paper http://hdl.handle.net/20.500.11937/11140 http://www.acrwebsite.org/volumes/v39/acr_v39_9327.pdf Association for Consumer Research (ACR) restricted |
| spellingShingle | Sharma, Piyush Chan, R. Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title | Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title_full | Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title_fullStr | Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title_full_unstemmed | Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title_short | Exploring counterfeit purchase behavior: Towards a unified conceptual framework |
| title_sort | exploring counterfeit purchase behavior: towards a unified conceptual framework |
| url | http://www.acrwebsite.org/volumes/v39/acr_v39_9327.pdf http://hdl.handle.net/20.500.11937/11140 |