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Materialism and happiness as predictors of willingness to buy counterfeit luxury brands
| Content Provider | Semantic Scholar |
|---|---|
| Author | Trinh, Viet Dung |
| Copyright Year | 2014 |
| Abstract | The study examines the effect of material values – namely material success, material happiness, material essentiality and material distinctiveness – and life satisfaction and lawfulness with regards to consumers’ attitude toward counterfeit luxury brands and their effect on consumers’ willingness to buy counterfeit luxury brands. To test the research model, a new scale to measure and conceptualize materialism was developed and two new constructs: “material essentiality” and “material distinctiveness” were created. The scale development process consisting of scale generation, purification, validation and confirmation were achieved through four studies. The main study entailed a survey designed to examine the effects of all components for counterfeit designer apparel and knock off luxury hand phones. The sample for the main study contained 400 responses, equally divided in terms of genders and able to reflect the population of Hanoi and Ho Chi Minh, 2 biggest cities in Vietnam, demographically. Correlation and multiple regression analysis supports the model and shows that material values have an impact on consumers’ attitudes toward counterfeit luxury brands and ultimately, their willingness to buy counterfeit luxury brands. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://espace.curtin.edu.au/bitstream/handle/20.500.11937/2214/203537_Trinh%202014.pdf?isAllowed=y&sequence=2 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
