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A Synthetic Study of Influential Factors on Attitudes toward the Counterfeit of Prestige Brand: Focused on Chinese Consumers
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 6,  2016, pp.133-142
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.6.133
 Title & Authors
A Synthetic Study of Influential Factors on Attitudes toward the Counterfeit of Prestige Brand: Focused on Chinese Consumers
Oh, Ji-Won; Wang, Wei; Kim, Gwi-Gon;
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The purpose of this study is to test the effects of brand image and product similarity with the original on the attitude toward the counterfeit of prestige brand. Especially this study is focused on the moderating effect of perceived bland globalness (PBG) and the influence of the original attitude on the counterfeit one. The results of this study are as follows 1) brand image has a positive impact on the counterfeit attitude as well as the original one. And symbolic image is more positive than functional image on the both of them. 2)The moderating effect of PBG appeared between brand image and attitude. Namely, there is no statistical difference according to PBG in the effect of brand image on the original attitude. But the effect of brand image on the counterfeit attitude is higher in case of high PBG. 3) Product similarity of the counterfeit with the original has a positive impact on only the counterfeit attitude. And the similarity of perceived quality is more positive than appearance similarity on the counterfeit attitude. 4) The original attitude has a positive impact on the counterfeit one.
Prestige Brand;Brand Image;Original/Counterfeits Attitude;Perceived Brand Globalness(PBG);Product Similarity;
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