Conference proceeding
Does Exposure to Counterfeits Influence Quality Perceptions and Satisfaction of Carried Luxury Brands? a Cross-Cultural Comparison
Advances in Consumer Research, Vol.42, p811
01 Jan 2014
Abstract
Two studies show that brand evaluation towards consumers' carried luxury brands is negatively affected by exposure to counterfeits of the same products for consumers of independent culture but not interdependent culture. The perceived quality moderated mediates the effect of counterfeits on consumers' brand evaluation, overall satisfaction, and future purchase intention.
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Details
- Title
- Does Exposure to Counterfeits Influence Quality Perceptions and Satisfaction of Carried Luxury Brands? a Cross-Cultural Comparison
- Creators
- Lei SongYan MengRajneesh Suri
- Publication Details
- Advances in Consumer Research, Vol.42, p811
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848615004721