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Young Women’s Attitude Towards Counterfeiting Cosmetics: An Empirical Study

Author

Listed:
  • Diouani Hela
  • Bechelaghem Khadidja
  • Graa Amel

    (Department of Business Sciences, Djillali Liabes University, Sidi Bel Abbes, 22000, Algeria)

Abstract

The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as well as perceived risk directly impact the attitude towards counterfeiting

Suggested Citation

  • Diouani Hela & Bechelaghem Khadidja & Graa Amel, 2023. "Young Women’s Attitude Towards Counterfeiting Cosmetics: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 50(4), pages 93-114, December.
    • Handle: RePEc:vrs:mosaro:v:50:y:2023:i:4:p:93-114:n:5
    DOI: 10.2478/minib-2023-0024
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    Keywords

    attitude; counterfeit; consumer behaviour; economic aspect; perceived risk; purchase intention; postawa; podróbki; zachowania konsumentów; aspekt ekonomiczny; postrzegane ryzyko; cel zakupu;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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