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Exploring the Dual Role of Consumer Purchase Experience on Her/His Repurchase Intention of Counterfeit and Genuine Luxury Brands | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| Article 3, Volume 2, Issue 1 - Serial Number 3, October 2015, Pages 39-66 PDF (2.76 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.22051/bmr.2015.2027 | ||
| Authors | ||
| Mehdi Jafarzadeh Kenari1; Ghasem Bakhshandeh2; Abdolhamid Ebrahimi* 3 | ||
| 1Ph.D. Student of Business Administration (Marketing) Shahid Beheshti University | ||
| 2Ph.D. Student of Business Administration (Marketing) University of Isfahan. | ||
| 3Associate 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 | ||
| Counterfeit products; Genuine products; Luxury brand; Purchase experience; purchase Intention | ||
| References | ||
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