Title: Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products

Authors: Musnaini Musnaini; Sri Wahyuni Astuti; Badri Munir Sukoco; Syahmardi Yacob

Addresses: Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia; Faculty of Economics and Business, University of Padjadjaran, Bandung, Indonesia ' Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia; Faculty of Economics and Business, University of Padjadjaran, Bandung, Indonesia ' Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia; Faculty of Economics and Business, University of Padjadjaran, Bandung, Indonesia ' Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia; Faculty of Economics and Business, University of Padjadjaran, Bandung, Indonesia

Abstract: This study is two-fold: 1) to explore the emotional aspect of the consumers to buy luxury brand counterfeit products including hedonism motivation and intention to buy; 2) to extend the variables that influences the consumers to purchase fake luxury brand products. The study conducted in Surabaya City and randomly assigned to two experiments demonstrates that hedonism motivation into understanding consumers demanding to purchase luxury brand counterfeit products. The results of the empirical analysis suggest that participants who have high hedonism motivation affect their intentions of purchasing such luxury brand counterfeit products positively. It is also seen that there is high demand for luxury brand counterfeit products in the market.

Keywords: motivation; hedonic value; intention; luxury brand counterfeit.

DOI: 10.1504/IJBG.2017.087297

International Journal of Business and Globalisation, 2017 Vol.19 No.4, pp.497 - 511

Received: 19 Nov 2015
Accepted: 24 May 2016
Published online: 12 Oct 2017 *

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