Impact of Perception of Counterfeits on Customers’ Purchase Intention of Genuine Luxury Brands: The Mediating Effect of Brand Image and Brand Awareness
- July 31, 2018
- Posted by: RSIS
- Category: Banking & Finance
International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue VII, July 2018 | ISSN 2454-6186
Muhammad Fahad
MS-BA, Institute of Banking & Finance, Bahauddin Zakariya University Multan, Pakistan
Abstract: Counterfeits which are mostly known as the pirated brands or replicas can be seen to be an emerging phenomenon. The purpose for conducting this study is to look into the broader scenario regarding counterfeits as mostly the focus made in previous researches is on the negative perspective of counterfeits rather than to search out some neutral or positive impact. Further, rather than just the counterfeits itself, its mere perception has been taken into account.
Through various tools and techniques including normality distribution, exploratory factor analysis, reliability analysis, correlation analysis, regression and mediation analysis an effort has been made to find out impact of perception of counterfeits on the intention of customers to purchase genuine ones with the mediating impact of brand awareness and brand image, A sample of 240 counterfeit users has been taken on convenient basis get a comprehensive understanding of the study.
The relation between perception of counterfeits and purchase intention of genuine luxury brands was found to be negative with the B value of -0.061 depicting that negative perception would encourage high intention of purchase towards the genuine products and vice-versa would be the case. The mediation effect of brand image and brand awareness was found to be significant with a percentage effect of 52.46% and 24.59% respectively which shows that both brand image and brand awareness altered the relation between perception of counterfeits and purchase intention of genuine luxury brands.
Keywords: Counterfeits; Brand Awareness; Brand Image; Genuine Luxury Brands; Purchase Intention
