Consumer attitudes toward counterfeits: a review and extension

摘要: – The purpose of this research is to propose and test a model that integrates the main predictors consumers' attitude behavioral intentions toward counterfeits; help companies understand factors influencing consumer behavior counterfeits create effective anti‐piracy strategies., An integrated proposed following studies by Ang et al. Huang A survey with 400 consumers was conducted in Brazilian market Structural Equation Modeling technique used hypothesized relationships., contribution paper show buy counterfeited products are dependent on attitudes they have counterfeits, which turn more influenced perceived risk, whether bought counterfeit before, subjective norm, integrity, price‐quality inference personal gratification. reinforces mediator role relationship between these antecedents intentions. Moreover, previous experience consumption does not direct effect intentions, but only an indirect through attitude., contributes inform policy makers managers brands about consumer's counterfeits. In way, ads intended discourage could use risk as message appeal., This investigates key consequences integrating testing two recent models dealing subject marketing literature.