To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits
This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. Convenience sampling method was employed and a self administered questionnaire was distributed to students in a large Australian university. A co...
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/35260 |
| _version_ | 1848754448309944320 |
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| author | Phau, Ian Sequeira, Marishka Dix, Steve |
| author_facet | Phau, Ian Sequeira, Marishka Dix, Steve |
| author_sort | Phau, Ian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. Convenience sampling method was employed and a self administered questionnaire was distributed to students in a large Australian university. A commonly counterfeited luxury branded product was used as the stimulus of the study. 202 useable responses were retained for analysis. The findings found that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non- buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Only one product category was looked at. Other sampling methods can be looked into such as mall intercept. Culture and nationality may also have influences on moral and ethical issues which can be tested in future studies. Advertisers and strategists should consider putting a more 'human face' on the damaging effects of counterfeiting and look into the possible demographic factors. Consumers should be educated on the negative consequences of counterfeiting and effects on economy. While past studies have delved into examining consumer attitudes towards counterfeit products, a low involvement luxury brand item was not utilized as a stimulus. An Australian context has not been looked into. |
| first_indexed | 2025-11-14T08:40:34Z |
| format | Journal Article |
| id | curtin-20.500.11937-35260 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:40:34Z |
| publishDate | 2009 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-352602017-09-13T15:53:33Z To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits Phau, Ian Sequeira, Marishka Dix, Steve luxury brands consumer behaviour Counterfeits attitudes This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. Convenience sampling method was employed and a self administered questionnaire was distributed to students in a large Australian university. A commonly counterfeited luxury branded product was used as the stimulus of the study. 202 useable responses were retained for analysis. The findings found that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non- buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Only one product category was looked at. Other sampling methods can be looked into such as mall intercept. Culture and nationality may also have influences on moral and ethical issues which can be tested in future studies. Advertisers and strategists should consider putting a more 'human face' on the damaging effects of counterfeiting and look into the possible demographic factors. Consumers should be educated on the negative consequences of counterfeiting and effects on economy. While past studies have delved into examining consumer attitudes towards counterfeit products, a low involvement luxury brand item was not utilized as a stimulus. An Australian context has not been looked into. 2009 Journal Article http://hdl.handle.net/20.500.11937/35260 10.1108/17574320910942187 Emerald Group Publishing Limited fulltext |
| spellingShingle | luxury brands consumer behaviour Counterfeits attitudes Phau, Ian Sequeira, Marishka Dix, Steve To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title | To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title_full | To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title_fullStr | To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title_full_unstemmed | To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title_short | To buy or not to buy a "counterfeit" Ralph Lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| title_sort | to buy or not to buy a "counterfeit" ralph lauren polo shirt: the role of lawfulness and legality toward purchasing counterfeits |
| topic | luxury brands consumer behaviour Counterfeits attitudes |
| url | http://hdl.handle.net/20.500.11937/35260 |