Abstract
This research seeks to determine what are the reasons that
encourage the consumer to knowingly purchase counterfeit luxury
goods. The current study analyses the role of purchase intention as
amediatorbetween the socio-economic, psychological factors and
consumer purchase behaviour. Data collected from a sample of
402Pakistani respondents through self-administered
questionnairesand analysed with Structural Equation Modelling
(SEM) in AMOS.The findings supported that purchase intention
mediated the relationship between contextualfactors and consumer
purchase behaviour. The findings will help brand managers, law
enforcement agencies, brand manufacturers, and Governments to
evaluate their existing strategies and develop
anticounterfeitstrategies. Similarly, international luxury
manufacturing companies can devise strategies based on the
findings that purchase intention determines theactual purchase
behaviourof Pakistani consumers.
Abid Saeed, Osman Sadiq Paracha. (2019) Why Counterfeit? A study of purchase behaviour of Pakistani consumers towards counterfeit luxury goods , Journal of Managerial Sciences, Volume 13, Issue 2.
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