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Understanding consumers’ purchase intention towards counterfeit luxury goods: An integrated model of neutralisation techniques and perceived risk theory

Kian Yeik Koay (Monash University, Bandar Sunway, Malaysia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 9 April 2018

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Abstract

Purpose

Counterfeiting is a large business involving the manufacturing or distribution of imitation goods. The purpose of this paper is to develop an integrated research model that combines neutralisation theory and perceived risk theory to explain consumers’ purchase intention towards counterfeit luxury goods.

Design/methodology/approach

Of the 280 distributed questionnaires, 230 were returned. Rigorous data filtering was performed to remove problematic data, leaving 213 usable questionnaires for analysis. To validate the proposed hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS.

Findings

The results showed that denial of responsibility, denial of victim, performance risk and social risk are significant predictors of consumers’ purchase intention towards counterfeit luxury goods. However, denial of injury, appeal to higher loyalties, condemnation of the condemners, as well as psychological risk and prosecution risks, were found to have no significant relationships with purchase intention towards counterfeit luxury goods.

Originality/value

The integrated model is useful in predicting consumers’ purchase intention towards counterfeit luxury goods. This study discusses the research findings and concludes with managerial implications and limitations.

Keywords

Citation

Koay, K.Y. (2018), "Understanding consumers’ purchase intention towards counterfeit luxury goods: An integrated model of neutralisation techniques and perceived risk theory", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 495-516. https://doi.org/10.1108/APJML-05-2017-0100

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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