Prontidão ao Consumo de Marcas de Luxo Falsificadas

Abstract

The literature addressing the counterfeit of luxury brands examines a wide range of antecedents of purchase and product attributes, soc io-demographic factors and attitudes. Sharma and Chan (2011) developed a scale proneness of counterfeits consumption (Counterfeit proneness - CFP ) and defined the cons truct as a personality trait. We argue that that this construct is not a personality trait , but rather a set of attitudes . The goal is to verify the properties of the scale and if it is associated with the future purchase intention and past behavior. Quantitative research based on a survey used a structured questionnaire administered into a convenience sampl e. A factor analysis with principal components and logistic regression was conducted in 453 completed questionnaires. The construct of proneness to purchase counterfeit products did not differ from the items of the attitude towards counterfeit products scale. A new construct consisting of items of the scales of readiness and attitude was i dentified (Attitudes of Proneness to Purchase Counterfeits (APCF) and showed predictive ability in relation to past purchases and, albeit limited, to purchase intentio n. The equation proposed by regression forecast correctly 57.9% of cases. This article contributes to knowledge about factors predictors of consumption of counterf eit goods