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Determinants of consumer behavior toward counterfeit products: involvement and the attitude toward brand equity

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dc.contributor.advisor Davis Burns, Leslie
dc.creator Cheng, Yu-Chi
dc.date.accessioned 2011-08-11T22:37:35Z
dc.date.available 2011-08-11T22:37:35Z
dc.date.copyright 2005-12-02
dc.date.issued 2005-12-02
dc.identifier.uri http://hdl.handle.net/1957/22538
dc.description Graduation date: 2006 en_US
dc.description.abstract Counterfeits, unauthorized copies of a product presented for sale as if they were the legitimate manufacturer's product, are creating a sizeable and growing problem for the apparel and accessory industries (Olsen & Granzin, 1993). The purpose of the study was to investigate the relationship between consumers' likelihood of knowingly purchasing counterfeit products and their involvement characteristics (consumer involvement with purchasing activity, hedonic goods, brand name, fashion trend, and brand's country of origin). Relationships between their likelihood of knowingly purchasing counterfeit products and the attitude toward brand equity were also investigated. In this study it was found that there were no significant relationships between consumers' likelihood of knowingly purchasing counterfeit products and their involvement with purchasing activity, hedonic goods, brand name, fashion trend, and brand's country of origin. Also, consumers' likelihood of knowingly purchasing counterfeit products and their attitude toward brand equity was not significantly related. So, it was thought that counterfeit product is a contradiction. The dilemma makes consumers fall in contradiction when finding relationships between their willingness to purchase counterfeit goods and their involvement characteristics, and the attitude toward brand equity. en_US
dc.language.iso en_US en_US
dc.subject.lcsh Product counterfeiting -- Taiwan -- Taipei en_US
dc.subject.lcsh Brand name products -- Taiwan -- Taipei en_US
dc.subject.lcsh Consumers -- Attitudes en_US
dc.title Determinants of consumer behavior toward counterfeit products: involvement and the attitude toward brand equity en_US
dc.type Thesis/Dissertation en_US
dc.degree.name Master of Science (M.S.) in Design and Human Environment en_US
dc.degree.level Master's en_US
dc.degree.discipline Health and Human Sciences en_US
dc.degree.grantor Oregon State University en_US
dc.contributor.committeemember Kim, Minjeong
dc.contributor.committeemember Koenig, Hal
dc.contributor.committeemember Ward, Chris
dc.description.digitization File scanned at 300 ppi (Monochrome) using ScandAll PRO 1.8.1 on a Fi-6770A in PDF format. CVista PdfCompressor 4.0 was used for pdf compression and textual OCR. en_US
dc.description.peerreview no en_us


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