COUNTERFEIT LUXURY BRAND CONSUMPTION: ATTITUDES OF TURKISH CONSUMERS

As luxury brands are valuable, desirable and have remarkable meaning in the minds of consumers, brands that provide these features are becoming important for consumers. Today consumers tend to prefer high value brands and products over more functional ones. Luxury brands possess a desirability that extends beyond their function and provide a perceived status through ownership. As the luxury market is growing faster than many other markets, counterfeit goods market is thriving accordingly. The consumer demand for the purchase of counterfeit luxury brands is increasing significantly due to market growth and development. Considering the interest of Turkish consumers in counterfeit brands, the purpose of this study is to investigate the factors that influence the attitudes of consumers towards counterfeit luxury brands. The scope of this study consists of customers who buy counterfeit luxury brands in Turkey and the data was collected through the administration of a questionnaire with a randomly selected sample of 342 consumers. The influence of social and personality factors on purchase intentions and attitudes were examined. Data was analyzed by factor and regression analysis using SPSS. The results of this study showed that the attitudes towards counterfeit luxury brands are positively affected by normative susceptibility, status consumption and collectivism. Based on the results customers who have favorable attitudes towards counterfeits also have the intention to purchase.