Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products

Title: Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products

Authors: Musnaini¹, Sri Wahyuni Astuti², Badri Munir Sukoco² and Syahmardi Yacob¹

Affiliations: 1. Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia; 2. Faculty of Economics and Business, University of Padjadjaran, Bandung, Indonesia

Publisher: International Journal of Business and Globalisation

Abstract

This study is two-fold: 1) to explore the emotional aspect of the consumers to buy luxury brand counterfeit products including hedonism motivation and intention to buy; 2) to extend the variables that influences the consumers to purchase fake luxury brand products. The study conducted in Surabaya City and randomly assigned to two experiments demonstrates that hedonism motivation into understanding consumers demanding to purchase luxury brand counterfeit products. The results of the empirical analysis suggest that participants who have high hedonism motivation affect their intentions of purchasing such luxury brand counterfeit products positively. It is also seen that there is high demand for luxury brand counterfeit products in the market.

Keywords: motivation; hedonic value; intention; luxury brand counterfeit.

Sources: https://www.inderscience.com/info/inarticle.php?artid=87297