Volume 22, Issue 1 (2015)                   EIJH 2015, 22(1): 109-130 | Back to browse issues page

XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Kordnaeij A, Bakhshizadeh A, Askaripoor H A. Counterfeits and Their Impact on Brand Equity of Original Products (Case Study: Clothing Industry in Tehran). EIJH 2015; 22 (1) :109-130
URL: http://eijh.modares.ac.ir/article-27-7140-en.html
1- Associated Professor in Management, Tarbiat Modares University, Tehran, Iran naeij@modares.ac.ir.
2- Department of Management, Tarbiat Modares University, Tehran, Iran.
3- Department of Management, Chabahar Maritime University, Chabahar, Iran.
Abstract:   (6845 Views)
Today, using counterfeits is remarkably common in clothing industry. On this basis, present paper is conducted in clothing industry at Tehran due to the impact of counterfeit on brand equity of original products’. It is a descriptive research. To achieve research aims, a sample consisting of 384 consumers in Tehran who bought counterfeits deliberately were selected. To analyze data and to test hypotheses, Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) as well as LISREL and SPSS software packages were used. By studying existing literature, six variable including personal gratification, value averseness, price-quality perception, ethical issues, subjective norm and perceived risk were considered as affecting factors on customers’ attitude on counterfeits. To measure brand equity, four aspects of Aaker’s aspects (perceived quality, brand consciousness, brand association and brand loyalty) were used. Research findings indicate that personal gratification, value averseness, price–quality perception and perceived risk have a significant impact on attitudes towards counterfeits. Likewise, the impact of counterfeits on Brand Equity of Original products is also significant.
Full-Text [PDF 199 kb]   (5462 Downloads)    

Received: 2013/06/23 | Accepted: 2014/04/9 | Published: 2014/12/22

Add your comments about this article : Your username or Email:
CAPTCHA

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.