Willingness to purchase counterfeit luxury brands: A cross-cultural comparison

TUNÇEL N.

INTERNATIONAL JOURNAL OF CONSUMER STUDIES, cilt.46, sa.2, ss.494-514, 2022 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 46 Sayı: 2
  • Basım Tarihi: 2022
  • Doi Numarası: 10.1111/ijcs.12696
  • Dergi Adı: INTERNATIONAL JOURNAL OF CONSUMER STUDIES
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ASSIA, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Educational research abstracts (ERA), Food Science & Technology Abstracts, Index Islamicus, INSPEC, PAIS International, Psycinfo, Public Affairs Index, Veterinary Science Database
  • Sayfa Sayıları: ss.494-514
  • Anahtar Kelimeler: counterfeit luxury brands, idealism, legality of counterfeit products, possession&#8208, based happiness, Slovenia, Turkey, CONSUMER ETHICS, DEVELOPING-COUNTRIES, YOUNG CONSUMERS, MATERIALISM, INTENTIONS, PRODUCTS, BUY, ATTITUDES, SCALE, DETERMINANTS
  • Hacettepe Üniversitesi Adresli: Evet

Özet

This study examines the impact of idealism, possession-based happiness, and the attitude toward the legality of counterfeits on the willingness to buy counterfeit luxury brands in Turkey and Slovenia. Data are collected from 205 consumers in Slovenia and 224 consumers in Turkey and analysed using Partial Least Square Structural Equation Modeling. The results confirm a negative impact of idealism on the attitude toward the legality of counterfeits and a positive impact of this attitude on the willingness to purchase counterfeit luxury brands. Turkish consumers show a positive effect of possession-based happiness on the attitude toward counterfeits. The impact of idealism and possession-based happiness on the willingness to purchase counterfeit luxury brands among Slovenian or Turkish consumers was not found. The study contributes to the literature by providing a cross-cultural focus on specific personal antecedents, which the current literature has limited knowledge of and conflicting findings.