What moderates attitudes and purchase intentions in a luxury brand counterfeits context?
The study aims to understand the moderators that would enhance the relationship between attitudes towards counterfeits of luxury brands and purchase intentions of Chinese consumers. Data collection was conducted in a major shopping complex in downtown Shanghai. A response rate of 14% was recorded. F...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/18423 |