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

• Published in: Journal of global scholars of marketing science Vol. 31; no. 1; pp. 74 - 93
• Main Authors: Kim, Jooho, Yoon, Sung-Joon
• Format: Journal Article
• Language: English
• Published: Routledge 02.01.2021; 한국마케팅과학회
• Subjects: authentic luxury brand; brand awareness; brand involvement; counterfeit luxury brand; Cultural orientation; 경영학
• ISSN: 2163-9159; 2163-9167
• DOI: 10.1080/21639159.2020.1808803

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.