Articlediamond2017

Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands

8 citations0/0 files storedInternational Journal of Marketing Studies

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

The use of counterfeits of luxury brands has become a phenomenon in Turkey in recent years since they are the most significant facilitator for consumers to reach luxury consuming products. Limited number of studies in the literature shows that consumers prefer counterfeits of luxury brands for a variety of reasons. Within this study, it is believed that perceived value of products in consumers’ minds and consumers’ materialistic tendencies demonstrating the worth attached to physical assets could have an impact on their purchase intention of counterfeits of luxury brands. Within this framework, this study aims to identify the effect of perceived value on consumer purchase intention of counterfeits of luxury brands and the moderating role of materialism in this effect. Data of the study are being collected through face-to-face survey method with university students who have bought and used counterfeit products before. Exploratory Factor Analysis is carried out for construct validity and reliability of the research model, and relationships between variables are measured with Hierarchical Regression Analysis to test the model. The result expected to be reached based on the findings of the study is to be able to present whether the relationship between consumers’ perceived value of counterfeit products and their purchase intention of counterfeits of luxury brands are dependent on consumers’ materialistic tendencies. Therefore, it is envisaged that consumers who have high materialistic tendencies will show more purchase intention of counterfeits of luxury brands compared to consumers having low materialistic tendencies when they perceive high value for counterfeit products. However, it was found that materialism did not have any moderating role in the effect of perceived value of counterfeit products on purchase intention of counterfeits of luxury brands.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2001Consumer perceived value: The development of a multiple item scale 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1991Why we buy what we buy: A theory of consumption values 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1981The Meaning of Things 1973Book Review: Marketing Management: Analysis, Planning and Control, Second Edition

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