Evaluating Attitudes and Purchase Drivers of Luxury Brands and Counterfeits in China and the United States
- ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
- Kelly M. Durham (Creator)
- Institution
- Appalachian State University (ASU )
- Web Site: https://library.appstate.edu/
- Advisor
- Jennifer Henson
Abstract: The purpose of this article is to explore the relationships between four dimensions, power distance, collectivism, masculinity, and price quality association to determine consumer attitudes and purchase intensions towards counterfeited luxury branded items in China and the United States. A self-administered questionnaire was devised to include established scale measures and demographic characteristics. High levels of social inequality, independence, and masculinity correlate to increased consumer complicity on the individual level. At the national level, American and Chinese consumers were found to have no difference in their complicity to purchase counterfeits.
Evaluating Attitudes and Purchase Drivers of Luxury Brands and Counterfeits in China and the United States
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Created on 7/18/2012
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Additional Information
- Publication
- Thesis
- Durham, K.M. (2012). Evaluating Attitudes and Purchase Drivers of Luxury Brands and Counterfeits in China and the United States. Unpublished master’s thesis. Appalachian State University, Boone, NC.
- Language: English
- Date: 2012
- Keywords
- China
Counterfeits
Collectivism
Masculinity
Price-quality Association