Understanding college student demand for counterfeit luxury brands in Hong Kong China: the role of image congruence and self-monitoring /
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(Published version)
Date
2013
Authors
Lee, Kenneth Justin,
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Type:
thesis
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Abstract
This dissertation offers insights into the evaluation and purchase of non-deceptive counterfeit branded product, one of the fastest-growing issues in Hong Kong and many Asian countries. According to Elsend and Pakize (2006) and Sharma and Chan (2011) study, it was reported that young people was much more likely to purchase counterfeit products. Therefore, in this study, college students were chosen as the subject of investigation. There were some limited studies on the demand of counterfeit products. For example, Cordell et al. (1996) found three major motivators for counterfeit consumption - the status symbol of the brand, the retailer’s channel of distribution and the price of the counterfeit branded products. Many others discovered that consumers “knowingly” purchase counterfeits as a statement to the brand companies for selling their branded products at greatly inflated prices (Rutter and Bryce, 2008; Wee et al., 1995; Kau et al., 1990).
School/Discipline
University of South Australia. International Graduate School of Business
International Graduate School of Business
International Graduate School of Business
Dissertation Note
Thesis (Doctor(Business Administration)--University of South Australia, 2013.
Provenance
Copyright 2013 Kenneth Justin Lee.
Description
xi, 123 leaves :
illustrations (some colour).
Includes bibliographical references (leaves 99-110)
illustrations (some colour).
Includes bibliographical references (leaves 99-110)
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506 0#$fstar $2Unrestricted online access