PurposeHeeding the call for insights into the Sub-Saharan African international marketing context, this study aims to empirically examine consumers' desires and motivations for buying counterfeit luxury goods. It examines influences on consumers' attitudes and purchase intentions related to counterfeit luxury goods in Rwanda, one of Sub-Saharan Africa's fastest-growing economies and growing luxury markets, developing and testing a model examining the effect of social context on personal attributes, providing evidence on economic and social-status factors as drivers for counterfeiting.Design/methodology/approachThe data were collected using an online survey administered in Rwanda to consumers who had previously purchased luxury goods and counterfeits. A total of 312 valid responses were analyzed using structural equation modeling.FindingsThis study found that normative and informational influences had a positive effect on Rwandan consumers' attitude toward purchasing counterfeit luxury products, with attitude influencing purchase intentions directly and indirectly, through mediating variable desire for status or through value consciousness and desire for status.Originality/valueThe study contributes to academic research − one of the first empirical studies to examine consumers' desires and motivations for buying counterfeit luxury goods in Sub-Saharan Africa, providing insights that benefit scholars and practitioners seeking to better understand a market where more than half of the world's fastest economies are located.
The model of success in South Korea from a pariah state coming from the ruins of the Korean War into a member of the Organization for Economic Cooperation and Development (OECD) with a trillion dollar economy is encouraging. The Korean economic experience in terms of entrepreneurship and poverty reduction is an intriguing jig saw puzzle to researchers. This paper looks at Korean entrepreneurship history from the 1960s and how it shaped the contemporary sustainable economic development success of the Korean economy. Using a qualitative approach, the study used the Korean case study in comparison with Sub Saharan Africa to explore five powerful lessons on how the region can replicate the Korean entrepreneurship experience. The study shows that entrepreneurship was key to the radical transformation of its economy and government was instrumental in latent nurturing of Korean entrepreneurial spirit.
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