Ethical Ideologies in Purchasing Attitudes Towards Counterfeit Fashion Brands

Saha, Indranil and Mathew, Deepak John (2019) Ethical Ideologies in Purchasing Attitudes Towards Counterfeit Fashion Brands. In: Research into Design for a Connected World. Springer, Singapore, Singapur, pp. 211-222. ISBN 978-981-13-5976-7

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Abstract

Fashion brands offer iconic associations with the consumers about their personalities and approaches, which are beyond their basic need of product features. Counterfeit fashion brands are similar or confusingly similar copies of authentic fashion brands and these are typically available at a fraction of the original product price with lower quality. The purpose of this study was to measure Indian consumers’ ethical and other values based on various factors affecting the consumer-purchasing attitude of counterfeit fashion brands. The study determines important predictors of attitude towards counterfeits as fashion and brand consciousness and social impact. This study also supports the fact that attitude towards counterfeit fashion brands leads to ethical judgement and ideologies and is negatively influenced by consumer’s ethical consciousness. The findings of this study may benefit fashion brand marketers, producers and practitioners in their marketing communication to design their branding strategies in the Indian context.

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IITH Creators:
IITH CreatorsORCiD
Mathew, Deepak JohnUNSPECIFIED
Item Type: Book Section
Uncontrolled Keywords: Indexed in Scopus
Subjects: Arts > Design
Divisions: Department of Design
Depositing User: Library Staff
Date Deposited: 28 Oct 2019 09:28
Last Modified: 28 Oct 2019 09:28
URI: http://raiith.iith.ac.in/id/eprint/6752
Publisher URL: http://doi.org/10.1007/978-981-13-5977-4_18
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