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Filtering by: Committee Member Ward, Chris Advisor Davis Burns, Leslie

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

Creator:

Cheng, Yu-Chi

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...

Resource Type:

Masters Thesis

Full Text:

: Dr. Minjeong Kim, Dr. Hal Koenig, and Dr. Chris Ward. Their time and assistance are gratefully