The role of luxury value perception in consumer behavior towards counterfeit luxury goods: the case of Moroccan consumers

  • Kenza BOUDERBALA IDRISSI ENCG Settat, Hassan 1st University, Morocco
  • Salima JAZI ENCG Settat, Hassan 1st University, Morocco
  • Siham MOURAD ISCAE Group, Casablanca, Morocco

Abstract

Counterfeiting is a growing industry all over the word and Morocco is not an exception, as counterfeiting is widely spread due mainly to the absence of strict regulation in this matter. The researches about the consumer’s behavior towards luxury counterfeit are very rare in Moroccan context. Our study attempts to contribute to this field by studying the effect of luxury value perception and attitude toward counterfeiting on consumer’s behavior toward luxury counterfeit. Concerning the methodological facet, we have conducted a quantitative study with a sample of 210 Moroccan consumers of luxury counterfeit products. We have also performed a PLS model that includes word-of-mouth (WoM) and purchase intention as consumer’s behavior explanatory variables. We concluded that the luxury value perception influences the WoM that influences the purchase intention of counterfeit, whereas attitude toward counterfeiting has no significant effect. From a managerial perspective, brand managers should focus promoting their luxury brand value instead of fighting counterfeiting in a context where counterfeiting is fairly common

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Published
2022-04-08
How to Cite
BOUDERBALA IDRISSI, Kenza; JAZI, Salima; MOURAD, Siham. The role of luxury value perception in consumer behavior towards counterfeit luxury goods: the case of Moroccan consumers. IJBTSR International Journal of Business and Technology Studies and Research, [S.l.], v. 4, n. 1, p. 10 pages, apr. 2022. ISSN 2665-7716. Available at: <http://ijbtsr.org/index.php/IJBTSR/article/view/83>. Date accessed: 04 july 2022. doi: https://doi.org/10.5281/zenodo.6424975.
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