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240802

Factors Affecting Customer Intention Toward Counterfeit Brands: the Mediating Role of Attitudes

Article

Last updated: 04 Jan 2025

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Abstract

The main objective of this study is to investigate factors that potentially affecting customers' attitudes and intention to purchase counterfeit genuine brands. These factors include social risks, religiosity, value consciousness, face consciousness and materialism. To achieve this objective a questionnaire was administered with a convenience sample of 493 respondents from Lebanon. Mediation analysis was conducted to investigate the role of attitudes as a mediator. Data analysis process didn't support that both social risks and religiosity negatively affect customer's attitudes and intention to purchase counterfeit genuine brands. Also, it didn't support that value consciousness positively affects customers' attitudes and intention to purchase counterfeit genuine brands. the findings support that face consciousness negatively affects customers' attitudes and intention to purchase counterfeit genuine brands while materialism positively affects customers' attitudes and intention. Finally, the outcomes didn't support that attitudes play a mediating role among social risks, religiosity, value consciousness and customers intention while it is support that they play a mediating role among face consciousness, materialism and intention. The study outcomes benefit genuine brands marketers and government public policy makers to inspire customers to buy genuine brands and encounter the threats of counterfeit products. This research is considered as a pioneering study in analyzing customers' attitudes and predicting their behaviors to buy counterfeit genuine brands.

DOI

10.21608/acj.2022.240802

Keywords

Counterfeit Products, Social, Risks, Religiosity, value, consciousness, Face Cnsciousness, materialism, Attitudes, Customers Intention

Authors

First Name

AlaaEldin Abbass

Last Name

Ali

MiddleName

-

Affiliation

Department of Business Administration Faculty of Commerce, Alexandria University Currently, Acting ahead of Business Administration Dept. Beirut Arab University

Email

alaaabass@hotmail.com

City

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Orcid

-

Volume

59

Article Issue

2

Related Issue

34645

Issue Date

2022-03-01

Receive Date

2021-10-31

Publish Date

2022-03-01

Page Start

1

Page End

55

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 59_Issue 2_Pages 1-55.pdf

PDF . 11.3MB

Link

https://acjalexu.journals.ekb.eg/article_240802.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=240802

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1

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

Factors Affecting Customer Intention Toward Counterfeit Brands: the Mediating Role of Attitudes

Details

Type

Article

Created At

22 Jan 2023