How Do Consumers Make Their Purchase Decisions Between Genuine and Counterfeit Products?

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How Do Consumers Make Their Purchase Decisions Between Genuine and Counterfeit Products?

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dc.contributor.advisor Islam, Towhidul
dc.contributor.author Astray, Tatiana
dc.date 2011-07-27
dc.date.accessioned 2011-08-30T14:08:20Z
dc.date.available 2011-08-30T14:08:20Z
dc.date.issued 2011-08-30
dc.identifier.uri http://hdl.handle.net/10214/2919
dc.description.abstract This study sought to provide a theory driven model to explain how consumers make their purchasing decisions between genuine products and products they know are counterfeit. The influences of Goal-Driven Theory, Morality, and Prospect Theory were included as purchase decisions considerations. To measure their influence, while accounting for product attributes, purchasing decisions were assessed in choice sets as provided by Discrete Choice Experiment. Results found support for using Goal-Driven Theory and Prospect Theory to explain consumer purchasing decisions between genuine and counterfeit products. Morality was not a significant factor in the findings. Theoretical contributions and Managerial implications are discussed. en_US
dc.language.iso en en_US
dc.subject counterfeit, consumption, decision making theory en_US
dc.title How Do Consumers Make Their Purchase Decisions Between Genuine and Counterfeit Products? en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US


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