Does counterfeit product quality lead to involvement and purchase intentions? the moderating effects of brand image and social interaction

This study sets out to examine the effect of counterfeit product quality on consumer product involvement and purchase intention of counterfeits. Additionally, the authors investigate the moderating role of brand image and social interaction and assess their influence on counterfeit quality purchase intentions. A self-administered questionnaire was designed, and data were collected via mall intercepts among consumers who have exposure to counterfeit products. Hierarchical regression model was used to test the proposed hypotheses. The results from regression analysis revealed that the quality of counterfeits not only impacts purchase intentions but also proceeds as a determinant of consumer involvement with imitative products. The results also show that brand image of genuine products negatively moderates the counterfeit product quality?involvement relationship. Social interaction positively moderates the relationship between counterfeit quality and purchase intentions, nonetheless has a negative moderating effect on the link between product involvement and purchase intentions. Implications for research and practice are discussed