The influence of information susceptibility, normative susceptibility and collectivism on attitudes towards counterfeiting of luxury brands

Abstract

This paper examines the influence of social factors on attitudes towards counterfeiting of luxury brands and purchase intention.Attitudes towards counterfeiting of luxury brands is found to influence purchase intention.An exploratory factor analysis of the scale "attitudes towards counterfeiting of luxury brands" revealed two factors: "perceptions of counterfeits" and "social consequences".Unlike collectivism, information and normative susceptibility are shown to be influencers of purchase intention.The research findings can be used to formulate strategies for academia, practitioners and more importantly policy makers.

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