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A geo-cultural approach to the purchase decision of counterfeit luxury brands in China

윤성준|김주호
한국마케팅과학회 (Korean Scholars of Marketing Science)|2021.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제31권 제1호|pp. 74-93|DOI https://doi.org/10.1080/21639159.2020.1808803

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brand awarenessCultural orientationbrand involvementcounterfeit luxury brandauthentic luxury brand文化定位品牌意识品牌参与仿冒奢侈品正品奢侈品
주제분류경영학

초록

This study takes on three research objectives to better understand the pertinent issues involving the purchase decision regarding counterfeit as well as authentic luxury brands. Specifically, the first objective concerns regional differences across three cities in terms of the three factors affecting the purchase of counterfeit luxury products. i.e., collectivistic influence, brand awareness, and brand involvement.Second, we seek to examine whether regional differences play a role in purchase decision regarding luxury brands. Third, we aim to compare the research models on consumer’s decision making process across three cities to provide critical implications pertinent to geographic particularity.

Abstract

This study takes on three research objectives to better understand the pertinent issues involving the purchase decision regarding counterfeit as well as authentic luxury brands. Specifically, the first objective concerns regional differences across three cities in terms of the three factors affecting the purchase of counterfeit luxury products. i.e., collectivistic influence, brand awareness, and brand involvement.Second, we seek to examine whether regional differences play a role in purchase decision regarding luxury brands. Third, we aim to compare the research models on consumer’s decision making process across three cities to provide critical implications pertinent to geographic particularity.

참고문헌 (37)

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관련 논문AI추천

Are the Impacts of Counterfeit Luxury Goods on Original Luxury Brands Good or Bad in the Chinese Market?김창주, 손정화, Rui LeAcademy of Asian Business (AAB) · Academy of Asian Business Review2016 · 제2권 제1호The Influence of Brand Awareness on the Intention of Buying Counterfeit BrandsChang-Man Ren, Min-Jeong Kang한국유통과학회 · 산경연구논집2018 · 제9권 제10호위조품 구매에 대한 한국과 중국의 소비문화 비교연구김주호한국상품학회 · 상품학연구2011 · 제29권 제6호Influence of Moral View and Other Variables on Purchase Intentions Concerning Fashion Counterfeits이세희, Kim K. P. Johnson한국패션비즈니스학회 · 패션 비즈니스2014 · 제18권 제6호How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?Aekyoung Kim, Changju Kim, Jungkeun Kim, Mai Kikumori한국마케팅과학회 · Journal of Global Fashion Marketing2024 · 제15권 제2호Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification서현석한국마케팅학회 · 아시아마케팅저널2012 · 제14권 제3호

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