Determinants of Purchase Intentions of Counterfeit Brands: A Study of Young Consumers in Pakistan

Abstract

The purpose of this research is to investigate various factors that play a role in determining Pakistani young consumers’ purchase intentions to buy counterfeit brands. A sample of 310 students was taken from various universities of Pakistan by using non probability convenience sampling and data was collected by using a close-ended questionnaire. Multiple regression analysis and causal step approach for mediation were used in this research. It was found that novelty seeking and status consumption have positive influence on both attitude towards counterfeit brands and purchase intentions of counterfeits. On the other hand, personal gratification has negative impact on both attitude towards counterfeit brands and purchase intentions of counterfeits. Results supported that attitude towards counterfeit brands mediates the relationship of all independent variables with dependent variable purchase intentions of counterfeit brands.