Attitude towards Counterfeit of Luxury Brands: A Research on Consumers in Turkey

Abstract

Production and purchase of counterfeits are increasing in Turkey. Trade in counterfeits has reached record levels since counterfeiting is a significant economic phenomenon. Consumers mostly prefer such products mainly because of being much cheaper than their originals. Turkey, which is among the main production base of the branded goods, has competitive advantage with qualified labour and location since it is already in customs union with Europe. Although the officials work hard to combat with these illegal ventures, consumers may want to benefit from counterfeits of the branded goods by paying less for the quality and prestige. Demand is the main driver behind the supply side. The purpose of the research is to reveal the motivations that influence the demand side. The impacts of the antecedents namely fashion consciousness, perceived value, perceived risk, ethical consciousness on attitude towards counterfeits and willingness to purchase for counterfeits of luxury brands are examined on Turkish consumers. Total 207 respondents selected by convenience sampling method took part in the survey by using face to face interview carried out in Eastern Black sea region in Turkey. SPSS v.23 and SmartPLS 3 Structural Equation Modelling were both used in analysing the data. Main finding is perceived value positively and ethical consciousness negatively impact attitude towards counterfeit and willingness to purchase of counterfeit. Moreover, attitude towards counterfeit positively impacts willingness to purchase. In opposite to that, fashion consciousness and perceived risk do not have impact on attitude towards counterfeit and willingness to purchase. Practitioners taking into account the findings in their marketing communication may benefit for their branding strategy.

Authors and Affiliations

Ismail Tamer Toklu, Salih Baran

Keywords

Related Articles

Future Challenges for Institutional Leadership in a Malaysian Education University

This paper is prepared based on the purpose to examine how leaders in the Faculty of Business and Economics (FBE) in a Malaysian Education University face the challenges using their existing leadership skills to produce...

Comparative Analysis of Real Earnings Management and Accrual-based Earnings Management before and after Convergence of IFRSs in Indonesia

This study aims to test and analyze real earnings management through cash flow from operations, production costs and discretionary expenses as well as accrual-based earnings management in the period before and after conv...

Effect of Corporate Governance on Asset Quality of Banks (Evidence from Nigeria)

The study examined the effect of corporate governance dynamics on the asset quality of Nigerian banks. The objectives of this study are to examine the extent to which board size affects asset quality of banks in Nigeria;...

Social Media: Engaging Language Learning

Most of youth nowadays have a problem of failing to perceive learning English as important as learning other subjects and therefore, slowly losing interest to get engaged in English lessons. Since Instagram, Twitter and...

Effect of Office Automation on Organizational Effectiveness of Public Universities in Kenya

The paper sought to establish effect of office automation on organizational effectiveness of public Universities in Kenya. The study employed a descriptive study. The study targeted 78 senior staff members in University...

Download PDF file
  • EP ID EP623349
  • DOI 10.6007/IJARBSS/v7-i11/3503
  • Views 90
  • Downloads 0

How To Cite

Ismail Tamer Toklu, Salih Baran (2017). Attitude towards Counterfeit of Luxury Brands: A Research on Consumers in Turkey. International Journal of Academic Research in Business and Social Sciences, 7(11), 618-632. https://www.europub.co.uk/articles/-A-623349