Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands

Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands

This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products; by investigating the influence of brand image, product involvement and price advantage towards decision-making processes associated with purchasing and ownership. An inductive anti-positivist approach wa...

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Bibliographic Details
Main Authors: Giang Huynh, Jonathan A.J. Wilson
Format: Article
Language:English
Published: Universitas Indonesia 2014-12-01
Series:Asean Marketing Journal
Subjects:
branding
counterfeit brands
fake brands
Vietnam
consumer behaviour
brand image
purchase intention
price
ASEAN
Online Access:http://journal.ui.ac.id/index.php/amj/article/view/4217

Internet

http://journal.ui.ac.id/index.php/amj/article/view/4217

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