Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.535939
Title: Luxury designer handbag or counterfeit? An investigation into the antecedents influencing women’s purchasing behaviour of luxury designer and counterfeit brands
Author: Juggessur, Joshie
Awarding Body: Brunel University
Current Institution: Brunel University
Date of Award: 2011
Availability of Full Text:
Access from EThOS:
Access from Institution:
Abstract:
The drive and appeal of luxury designer products has fuelled consumer desire for luxury designer brands and their counterfeit versions. Some women value luxury designer handbags just the way men value their cars. The luxury designer handbag market has witnessed a surge of counterfeit handbag versions. The study focused on women in London, which has been ranked at number one in relation to demand levels of fashion handbags. Several antecedents were investigated for the purpose of this research, which are as follows: •Social consumption factors which incorporates an investigation into brand meaning and social meaning; •Attitudinal factors; •Individual factors which looks at the BLI (brand luxury index) and materialism; and •Post consumption emotions; Several research gaps were identified: firstly, there are no studies available on investigating identical antecedents in both luxury designer and counterfeit commodities, or even to a specific product category. Secondly, a number of researchers have examined consumers’ evaluative criteria in clothing, yet few have focused on the mentioned antecedents as part of the evaluative criteria of luxury designer handbags and counterfeit handbag versions. The investigation was carried out via quantitative data collection and was cross-analysed. The highlighted antecedents are important domains in the discipline of consumer choice behaviour. The research included two phases; a pilot survey study which pre-tested the acknowledged scales and a main survey incorporating the most important adapted constructs influencing consumer choice behaviours. The main analysis was based on data collected from a sample of 353 respondents in London. The conceptual model is unique in its specifications presenting a new behaviour orientated model which highlights integral factors in consumer behaviour. The research identified contemporary associations and discrepancies among women in London. The result of this research provides general support in understanding consumer decision-making and offers a comprehensive understanding of the effect of consumer evaluation and attitudes towards luxury designer handbags and counterfeit handbag versions. The differences and similarities across the antecedents are used to propose strategies to luxury designer companies thereby improving their marketing activities and achieving a competitive edge.
Supervisor: Cohen, G. Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.535939  DOI: Not available
Keywords: Fashion ; Consumption ; Commodities ; Emotions
Share: