Exploring counterfeit purchase behavior: Towards a unified conceptual framework

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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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Bibliographic Details
Main Authors:	Sharma, Piyush, Chan, R.
Other Authors:	Rohini Ahluwalia
Format:	Conference Paper
Published:	Association for Consumer Research (ACR) 2011
Online Access:	http://www.acrwebsite.org/volumes/v39/acr_v39_9327.pdf http://hdl.handle.net/20.500.11937/11140

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