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Title: An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting
Author: Bian, Xuemei
ISNI:       0000 0001 3463 5141
Awarding Body: University of Glasgow
Current Institution: University of Glasgow
Date of Award: 2006
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Consumers’ perceptions towards counterfeits as well as the effect of consumers’ perceptions on consumer purchase behaviour remain unclear. On the other hand, the study of determinants of the consideration set has recently become attractive to researchers due to its importance in relation to the study of consumer choice processes. Nevertheless, few researchers have examined the influence of consumer perceptions of branded products on the formation of the consideration set. This thesis attempts an investigation of the determinants of the two crucial stages – consideration set and purchase intention – of the consumer choice process in the context of non-deceptive counterfeiting. The research adopted a combination of qualitative (focus group) and quantitative research (individual interview survey) and provides a detailed examination of consumers’ perceptions of both the counterfeit and original branded products studied, as well as their explanatory power on the selected consumer choice processes. This research suggests that there are certain differences in the kinds of determinants of the same stage of the consumer choice process across different versions of a brand. There also exist some differences in the kinds and numbers of determinants of the consideration set and the purchase intention towards one brand. Nevertheless, the band personality appears to be significant across all regression models. Generally, it plays the dominant role in the formation of the consideration set and consumer purchase intention. Consumers are more likely to evaluate more criteria in the process of consideration than at the purchase intention stage. This research enriches the branding theory, suggests a more sophisticated use of Aaker’s (1997) brand personality scale, and develops a new measurement scale for use in the study of multiple brands.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HF Commerce ; HC Economic History and Conditions