What Makes People Evaluate Differently and Purchase Original Goods, Counterfeits and Imitations in the Luxury Industry? An Investigation of a Personal Variable and Hindering Conditions

This research investigates how consumers evaluate original goods, counterfeits and imitations in the luxury industry. Consumer attitude toward brand imitations and counterfeits has a great impact on brand management decisions and has been recognized as an important stream of research by practitioners as well as researchers (Keller, 1998). Results suggest that an individual's conformity level moderates his attitude toward three types of products (originals, counterfeits and imitations). In addition, factors hindering the consumption of counterfeits and imitations are investigated