Analyzing purchase intentions of counterfeit luxury brands: Consumers’ attitudes toward purchase intentions of counterfeit luxury sportswear brands in Cameroon.
- 주제(키워드) Brand counterfeiting , brand piracy , luxury brand , purchase intentions , and consumers’ attitudes.
- 발행기관 아주대학교
- 지도교수 Cheul Rhee
- 발행년도 2015
- 학위수여년월 2015. 8
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000020298
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
ABSTRACT This research seeks to examine and test a model that integrates the major determinants of consumers’ attitudes toward purchase intentions of counterfeit luxury sportswear brands in Cameroon. This study anticipates and explores independent variables such as price of the pirated product, income level of consumer, counterfeit placement (degree of availability/accessibility), value/quality influence, country of origin effect, social influence, age, past experience with counterfeit brands, and past experience with genuine brands to explain the dependent variable; consumers’ attitudes toward purchase intentions of counterfeit luxury sports brands. Sample questionnaires were administered from 350 interviewees on the campuses of the universities of Yaoundé I and Bamenda. Price, income level, social influence, accessibility to counterfeit, past experience with counterfeit brands, past experience with genuine brand, and quality had significant influence on consumers’ attitudes toward counterfeits. Moreover, positive attitudes were found to have influenced purchase intentions. The current wave of brand counterfeiting has far reaching consequences on consumers, brand owning firms and government alike. Hence, the following recommendations have been put forward to arrest this unwanted economic malaise in Cameroon and the World at large. These include; severe legal sanctions against intellectual property rights violators, international industrial cooperation and coordination, strong intergovernmental policies, regulations and frequent evaluations, use of increasing sophisticated technology, consistent social advocacy and awareness programs on the ills of counterfeiting such as “search and destroy mission,” ISO 9001 product certification,1 BASCAP, TRIPS, and IMPACT. On March 26th, 2015, the ICC through BASCAP launched the “Roles and Responsibilities on intermediaries program: Fighting counterfeiting and piracy in the supply chain.” in Paris, France to help combat counterfeiting and brand piracy in the global market place.2 Indeed, several social advocacy efforts such as that presided over by both ICC Secretary General John Danilovich and WCO Secretary General Kunio Mikuriya at WCO headquarters, Brussels, should be constantly launched to awaken global suppliers let alone global consumers. In a nutshell, there should be far reaching social advocacy programs, strong legal base, and strict implementation of sections 372, 328, 329, and 330 of Cameroon’s Criminal Procedure Code to safeguard against IPR violations. All these should be jointly carried out by OAPI, WCO, WIPO, WTO, INTERPOL, INTA, ICC WHO, WBO and UNICRI.
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TABLE OF CONTENTS
ABSTRACT………………………………………………………………I DECLARATION………………………………………………………... II
DEDICATION…………………………………………………………..III
ACKNOWLEDGEMENT………………………………………………IV
TABLE OF CONTENTS………………………………………………..V
LIST OF ABBREVIATIONS…………………………………………. VII
CHAPTER ONE
INTRODUCTION
1.1: Introduction………………………………………………….. 1
1.2: Statement of the Problem ………………………………………2
1.3: Objective of the study………………………………………….3
1.4: Research Questions ………………………………………….....3
1.5: Significance of the study…………………………………………...3
1.6: Scope and Limitations………………………………………………4
1.7: Background of the Study Area……………………………………. 4
1.8: Common Modes of Brand Counterfeiting in Cameroon…..………….5
CHAPTER TWO
LITERATURE REVIEW
2.1: Brand Counterfeiting and Piracy…………..………………………………7
2.2: Consumers’ Attitudes toward Purchase intentions of Counterfeit Luxury Brands …. ………………………………………………………………………………9
2.3: Research Hypothesis ………………………………………………… 12
CHAPTER THREE
THEORETICAL FRAMEWORK AND METHODOLOGY
3.1 THEORETICAL FRAMEWORK…………………………………. ... 17
3.1.1: Corporate Branding Strategy ………………………………………… 17
3.1.2: Theory of Reasoned Action………………………………………………18
3.1.3 Theory of Planned Behavior………………………………….. 18
3.1.4 Consumer Decision Making Process ………………………………… 19
3.2: Method of Data Collection and Analysis ……………………………………… 20
3.3: Statistical Model ……………………………………… 21
CHAPTER FOUR
RESULTS, CONCLUSION AND RECOMMENDATIONS
4.1: Presentation of Results………………………………….…………..22
4.2: Multi-regressions analysis ……………………………….…………23
4.3: Multi-collinarity Analysis ………………………………………….24
4.4: Discussion and Conclusion…………………………………………24
4.5: Recommendations…….…………………………………………… 27
Sample Questionnaire………………………………………………….. 30
REFERENCES………………………………………………………….38
