1 / 16

Exploring Consumer Behavior Towards Counterfeit Rolex Watches: The Influence of Brand Image and Knowledge

This study investigates the factors influencing consumer purchase behavior of counterfeit products, focusing on Rolex watches in Glasgow, UK. Utilizing a comprehensive survey of 321 participants in supermarkets, the research employs gaze and touch methods along with a structured questionnaire to collect data over 14 days. It analyzes the direct and indirect effects of brand image, product involvement, and consumer knowledge on purchase intentions. The findings highlight the importance of brand perception in counterfeiting and consumer choices.

dimaia
Télécharger la présentation

Exploring Consumer Behavior Towards Counterfeit Rolex Watches: The Influence of Brand Image and Knowledge

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. METHODOLOGY

  2. The role of brand image, productinvolvement, and knowledge inexplaining consumer purchasebehavior of counterfeitsDirect and indirect effects

  3. SETTING • Brand Selection-investigate Rolex watch • Conduct the study in Glasgow, UK • Survey data from 321 consumers • Randomly choose supermarkets and 5 gave permission. 2 relative small 2 medium sized store

  4. DATA COLLECTION • Using the questionnaire • Used gaze and touch method (recommended by previous researchers) which are used the chocolates

  5. DATA ANALYSIS • First author and 8 trained fieldworkers collected the data at the supermarkets entrances • The researcher invited every 10th shopper • The research proceeded over 14 day period included weekends and weekdays to avoid respondent bias

  6. STATISTICAL INSTRUMENT • All involved constructs were measured using five-point Likert scale (1= strongly disagree, 5= strongly agree)

  7. Counterfeits and branded products: effects ofcounterfeit ownership

  8. SETTING • Used consumer in Glasgow, UK as the sample • The sample consisted of 430 shoppers • 181 males, 140 females

  9. DATA COLLECTION • Using questionnaire • Using mail • Using observation

  10. DATA ANALYSIS • The authors give the research questionnaire to the shopper at the entrance of the supermarkets • The other author contacted 20 consumers by mail • They do the survey at the supermarkets

  11. EVALUATION OF SEARCH, EXPERIENCE AND CREDENCE ATTRIBUTES: ROLE OF BRAND NAME AND PRODUCT TRIAL

  12. SETTING • Subject recruited from introductory marketing classes at an east coast university • Have 360 participants

  13. DATA COLLECTION • Conduct experiment with a two-by-two design • First factor was label condition • Second factor was time of evaluation • Collect by survey • Constructed the pretest questionnaire

  14. DATA ANALYSIS • Study was run during regular class time and the extra credit were given to who were participated in this experiment • The subjects were divide into 2 group • 180-evaluate fruit cocktail category • 180-facial tissue category • T student have to filled 2 questionnaire which are pre-trial add post-trial

  15. STATISTICAL INSTRUMENT • Pre- and post-measure of attitude were measured with multi-item scale • Consist of five seven-point semantic differential scale

  16. THANK YOU

More Related