Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market

Abstract

The purpose of this research is to investigate the moderating role of positive attitude toward economic benefit of counterfeit products in the relationship between luxury value perception and purchase intention of luxury brands among Iranian consumers. Data were collected using questionnaires, which were completed by 386 customers at various shopping malls. Structural equation modeling was used to test the direct hypotheses in Amos v.18, and moderated regression analysis to test the moderating hypothesis in SPSS v.19. The results indicate that financial and social value are important drivers of luxury value perception in shaping the purchase intention of consumers, while functional value is not involved in this regard. Moreover, attitude toward counterfeits, as a moderator, reduces the positive effect of luxury value perception on purchase intention. This research provides important insights not only with regard to market entry decision-making but also to develop marketing strategies for positioning a luxury brand in an Asian emerging market. The findings could be potentially generalized to other developing countries in the Middle East with analogous socioeconomic and cultural circumstances. While several studies have been conducted regarding counterfeiting and luxury brand consumption, this is an initial investigation on the moderating role of positive attitude toward economic benefits of counterfeits in the relationship between luxury value perception and purchase intention in the context of an emerging market. This research facilitates further investigations in this regard.

Egoistic and altruistic behaviors in tobacco control campaign: the role of social media exposure, interpersonal communication and attitudes

“…We argue that attitudes about tobacco control may already exist prior to message exposure, guide conversations following exposure to campaign messages, and subsequently influence behavior. This implies that attitudes have an indirect pathway to influence the effects of health campaigns on health behaviors, a notion that has largely been overlooked in previous studies.The moderating function of attitudes has been extensively discussed in various domains such as information technology (IT) usage (Brannon et al, 2007;Bhattacherjee and Sanford, 2009), marketing (Alwitt Berger, 1993;Defever et al, 2011;Czarnecka and Schivinski, 2019;Rahimnia and Arian, 2021), and health issues such as cancer, drug use, and nutrition (Maio and Olson, 1995;Knyazev, 2004;Hansen et al, 2011). However, research specifically focusing on the moderating role of attitudes in tobacco control has been lacking.…”