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Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products and the European Union

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Author Info

  • Irena Vida

    (University of Ljubljana, Slovenia)

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    Abstract

    This study offers insights into non-deceptive counterfeiting by focusing on consumers in a new EU member country. More specifically, consumers’ inclination to purchase counterfeits at various price levels relative to retail prices of genuine branded products is examined, and the effects of various socio-economic and socio-psychological characteristics are explored. In reviewing the consumer behavior literature and recent empirical work, a conceptual model of consumer general willingness to purchase counterfeit products was developed. Using path analyses to test the system of structural relationships among the variables, inconsistent patterns of results were found across three classes of counterfeit products. Implications for management and further research are provided.

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    File URL: http://www.fm-kp.si/zalozba/ISSN/1581-6311/5_253-270.pdf
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    Bibliographic Info

    Article provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.

    Volume (Year): 5 (2007)
    Issue (Month): 3 ()
    Pages: 253-270

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    Handle: RePEc:mgt:youmgt:v:5:y:2007:i:3:p:253-270

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    Related research

    Keywords: counterfeit products; consumer unethical behavior; willingness to buy; Slovenia;

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    References

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    1. Gene M. Grossman & Carl Shapiro, 1988. "Foreign Counterfeiting of Status Goods," NBER Working Papers 1915, National Bureau of Economic Research, Inc.
    2. Dubinsky, Alan J. & Nataraajan, Rajan & Huang, Wen-Yeh, 2005. "Consumers' moral philosophies: identifying the idealist and the relativist," Journal of Business Research, Elsevier, vol. 58(12), pages 1690-1701, December.
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