Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers

Abstract

This paper examines the factors that influence the attitudes of Singaporean consumers towards counterfeits of luxury brands. Data were collected using a self-administered questionnaire from 300 postgraduate students of a large university. Both social influence and price quality inference were found to significantly influence attitudes towards counterfeits of luxury brands. There was no significant relationship with brand consciousness, personal gratification, value consciousness and brand prestige. Attitudes towards counterfeits of luxury brands were found to influence purchase intention.