Abstract:
Today, using counterfeits is remarkably common in clothing industry. On this
basis, present paper is conducted in clothing industry at Tehran due to the
impact of counterfeit on brand equity of original products’. It is a descriptive
research. To achieve research aims, a sample consisting of 384 consumers in
Tehran who bought counterfeits deliberately were selected. To analyze data
and to test hypotheses, Structural Equation Modeling (SEM) and
Confirmatory Factor Analysis (CFA) as well as LISREL and SPSS software
packages were used.
By studying existing literature, six variable including personal
gratification, value averseness, price-quality perception, ethical issues,
subjective norm and perceived risk were considered as affecting factors on
customers’ attitude on counterfeits. To measure brand equity, four aspects of
Aaker’s aspects (perceived quality, brand consciousness, brand association
and brand loyalty) were used.
Research findings indicate that personal gratification, value averseness, price–
quality perception and perceived risk have a significant impact on attitudes
towards counterfeits. Likewise, the impact of counterfeits on Brand Equity of
Original products is also significant.
Machine summary:
By studying existing literature, six variable including personal gratification, value averseness, price-quality perception, ethical issues, subjective norm and perceived risk were considered as affecting factors on customers’ attitude on counterfeits.
In marketing literature, brand loyalty is often synonym with such concepts as repeat purchase, (View the image of this page) Fig 1 Conceptual Model of Brand Equity of Original products based on those Affecting Factors on Attitude toward Counterfeits Note: PG- Personal Gratification; VA- Value Averseness; PQ- Price- Quality Perception; EI- Ethical Issues; SN- Subjective Norm; PR- Perceived Risk; AT: Attitude toward Brand of Counterfeits; BE- Brand Equity efforts.
2. Questionnaire In present study, eight variables including personal gratification, value consciousness, price - quality perception, ethical issues, subjective norm, perceived risk, attitude toward counterfeits and Brand Equity of Original products are measured.
To measure personal gratification, 4 items developed by Ang et al (2001), 3 developed items by Lichtenstein et al (1990) for value averseness, 3 items developed by Lichtenstein et al (1993), Huang et al (2004) and Atilgan (2011) for price - quality perception, 2 items developed by sahin et al (2011) for ethical issues, 2 items developed by Ajzen (1991) for subjective norm, 2 items developed by Dowling & Staelin (1994) for perceived risk, 4 items developed by Hiang (2009) and wang et al (2005) for attitude toward counterfeits and 8 items developed by Boil et al (2011), Aaker(1991) and Kimpakorn & Tocquer (2010) for brand equity (including: Perceived quality, Brand awareness, Brand association and Brand loyalty) are used.