A study on the relationship between luxury brand purchase motivations and brand charisma and counterfeit brand purchase intention

This thesis aims to reveal the relationship between luxury brand purchasing motivations and brand charisma with counterfeit brand purchase intention. In this direction, in the first part of the study the brand, the historical development of the brand, the concepts related to the brand and the concept of brand charisma are discussed. In the second part, the concepts of luxury, luxury product and luxury consumption are detailed, the basis of these concepts, the luxury brand and counterfeit brand are explained in detail. In the third part, the methodology, purpose, scope and limitations of the research are given. Then, the research model, the hypotheses of the research will be discussed and the findings and results of the analysis of the data are presented. The population of this research, which aims to determine the relationship between luxury brand purchasing motivations and brand charisma with counterfeit purchase intention, consists of male and female participants over the age of 18. Since it is difficult to reach the universe in terms of time and cost, it was studied with a sample of 429 people. Questionnaire, one of the descriptive research methods, was used as the data collection method in the research. Due to time and cost constraints, a survey was created via Google Forms and shared via Whatsapp, Linkedin, Instagram and e-mail social networks to reach the respondents. Luxury brand purchasing motivations consist of 5 dimensions revealed by Vigneron and Johnson (1999), 6 dimensions of brand charisma created by adapting to brands in studies based on the Charismatic Leadership Model, and purchase intentions of counterfeit brands. The research includes 12 variables in total. First of all, frequency and percentage distribution analysis was performed for the demographic characteristics of the participants and the behavioral questions asked in the first part of the questionnaire. The reliability of the scales used in the research was tested with the Cronbach Alpha method. After the reliability analysis, the validity of the scales was evaluated with exploratory factor analysis. Normality test was applied for the data along with the suitability in the results of reliability and validity analysis. In the research, exploratory factor analysis method was used to reduce the data set, and before examining the factor analysis, it was checked whether the data were suitable for analysis. In the research, exploratory factor analysis method was used to reduce the data set, and before examining the factor analysis, it was checked whether the data were suitable for analysis. The suitability of the data for exploratory factor analysis was explained by Kaiser-Meyer-Olkin (KMO) and Barlett tests. Since there was no restriction after analysis, Multiple Linear Regression analysis method was used to determine the relationship between the variables, each hypothesis was handled detailed separately. As a result of the analysis, it was concluded that pleasure and prestige dimension and uniqueness dimension from luxury brand purchasing motivation dimensions affect the counterfeit brand purchase intention and both hypotheses are supported. The hypotheses created for the dimension of quality and conformity and prestige are not supported. As a result of the regression analysis, it was seen that the dimensions of visionary and power, communication and honesty and reliability, which are the dimensions of brand charisma, do not affect the intention to purchase a counterfeit brand, and it can be said that the hypotheses developed are not supported.