The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan

Abstract

This study intends to examine the relationship of Brand image, Brand attachment, low price, past experience, and attitude on consumer purchase intentions in the context of counterfeit mobile phones in Pakistan. A sample of 153 students with the help of a questionnaire ISSN 2161-7104 2014 www.macrothink.org/jpag 2 containing 28 statements related beliefs about counterfeited mobiles was taken. The data were analyzed using linear regression using SPSS. The findings support the significant influence of past experience and low price on attitude towards counterfeit mobile phones. Positive association between past experience, Low price and attitude towards counterfeit mobile phones were found and there is also a positive association of attitude with young consumer's purchase intentions. Strangely, low price was not significant in influencing the purchase intentions. Brand image and Brand attachment were also found no significant in influencing purchase intention of customer. For both practitioners and academics, the findings of this study hold important implications. The paper guides the policy makers and academics about the main predictors of consumer's attitude towards counterfeit mobile phones. Journal of Public Administration and Governance

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

“…In Study 2, when attachment is measured through brand self-connection and prominence, the impact on counterfeit purchase intentions is moderately positive. The results are in sharp contrast with those of Raza et al (2014) who report no significant effect of attachment on purchase intentions of counterfeits. These mixed findings suggest the need for further research on the specificity of emerging economies.…”

“…This democratizes the exclusivity of the luxury product. Raza et al (2014) hypothesize the effect of brand attachment on the purchase intentions of counterfeits, but found no significant relation, probably because the study was not focused on luxury products. In line with Randhawa et al (2015) a positive brand self-connection, an integral part of brand attachment, is positively linked to counterfeit purchasing.…”

“…Previous research as accomplished by Gosline (2009) indicated that brand attachment may reduce purchase intention of counterfeiting and increase purchase intention of originals, but the results are limited by sample size. Raza et al (2014) aims to verify these hypotheses, but not in the luxury markets. This is the first quantitative study that examines the relations of brand attachment and brand self-congruence in emerging markets.…”

“…This is particularly the case when originals may be regarded as a single source of prestige and gratification. Raza et al (2014) explore relationships between brand attachment, low prices, and the attitude towards counterfeits, brand image and past experiences on purchasing intentions of mobile phones. According to this study, past experiences with counterfeits have a strong impact.…”

“…With some exceptions (Randhawa, Calantone, & Vorhees, 2015;Raza, Ahad, Shafqat, Aurangzaib, & Rizwan, 2014), there is sparse knowledge on the role of brand attachment on purchasing intentions of counterfeits. Thomson, MacInnis, and Park (2005) proposed a scale of consumer emotional attachment to brands but acknowledged a need to test the generalizability of the scale by using non-student samples.…”