Effects of attitudinal functions in counterfeit purchase intention

This study aimed to investigate the relationships between attitudinal functions and counterfeit proneness and their major impacts on counterfeit product evaluation and counterfeit purchase intention. Consumer brand identification and brand conspicuousness were employed as moderators of which the former moderated the relationship between counterfeit proneness and counterfeit product evaluation; whereas latter moderated the influence of counterfeit product evaluation on counterfeit purchase intention. A questionnaire was developed from existing literature and adapted to Turkish context. The questionnaire was responded by 363 people from different cities in Turkey. The collected data was processed by using SPSS and factor analysis, reliability analysis and regression analysis were conducted to test the hypotheses. Findings demonstrated that most of the respondents showed a tendency toward buying counterfeit products, all the constructs positively affected counterfeit proneness, only consumer brand identification negatively affected counterfeit product evaluation when it moderated proneness. In conclusion, this thesis aimed to contribute to the existing literature by conducting a literature review, a comprehensive quantitative study and targeted to provide insights for future research on the topic of counterfeit purchase intention.