Exploring the Dual Role of Consumer Purchase Experience on Her/His Repurchase Intention of Counterfeit and Genuine Luxury Brands

Document Type : Research Paper

Authors

1 Ph.D. Student of Business Administration (Marketing) Shahid Beheshti University

2 Ph.D. Student of Business Administration (Marketing) University of Isfahan.

3 Associate professor at Allameh Tabatabaei University

Abstract

This research is trying to identify the most effective factors affecting purchase experience of counterfeit and genuine products of luxury brands and explores the role of such experiences on consumers repurchase intent.  The research is a surveying-descriptive type and the statistical population of research consists of all students of Allameh Tabataba'i University. In order to analyze data, structural equation model (SEM), confirmative functional analysis (CFA), one way analysis of variance (ANOVA), T test with two independent samples and Feridman Test have been employed. Findings have shown that price, value and availability variables have significant effect on counterfeit products purchase experience; and quality and prestige have significant effect on original products purchase experience. Moreover, counterfeit products purchase experience has positive effect on counterfeit products repurchase intention and negative effect on genuine products repurchase intention; and genuine products purchase experience has negative effect on counterfeit products repurchase intention and positive effect on genuine products repurchase intention.  

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 1 - Serial Number 3
October 2015
Pages 39-66

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