Abstract
ABSTRACT This study takes on three research objectives to better understand the pertinent issues involving the purchase decision regarding counterfeit as well as authentic luxury brands. Specifically, the first objective concerns regional differences across three cities in terms of the three factors affecting the purchase of counterfeit luxury products. i.e., collectivistic influence, brand awareness, and brand involvement.Second, we seek to examine whether regional differences play a role in purchase decision regarding luxury brands. Third, we aim to compare the research models on consumer’s decision making process across three cities to provide critical implications pertinent to geographic particularity.
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