Consumer Attitude towards Counterfeit Luxury Products in Pakistan

This book has taken a holistic approach to understand the attitude of Pakistani consumers towards counterfeit luxury products. The model for this research is based on the Theory of Planned Behavior and the Theory of Reasoned Action, which were empirically tested through Structural Equation Modeling (SEM). The model consists of five personal antecedents (Status Consumption, Value Conscious, Perceived Risk, Materialism, and Personal Gratification) four social antecedents (Normative Susceptibility, Informative Susceptibility, Individualism, and Collectivism.) and four moral factors (idealism, relativism, religiosity and ethics. The developed model successfully explains consumer’s attitude towards counterfeit luxury products and developed hypotheses answers the research questions and effectively address the existing gaps in research in this field of study. There are several books that discuss the theoretical aspects of this field of study in detail. This book is however different from the rest because it practically demonstrates how to incorporate the theories into a practical mathematical model to extract meaningful results from the data available.