Record Details

Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands

ASEAN Marketing Journal

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Field Value
 
Title Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands
 
Creator Giang Huynh; University of Greenwich, London UK
Jonathan A.J. Wilson; University of Greenwich, London UK. Room QA248, Business School, University of Greenwich, Old Royal Naval College, Park Row, London, SE10 9LS
 
Subject branding, counterfeit brands, fake brands, Vietnam, consumer behaviour, brand image, purchase intention, price, ASEAN
 
Description 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 was adopted, employing qualitative methods; drawing from in-depth interviews distilled and synthesized using Word Cloud software, as Geographic Information System (GIS) based Spatial Analyses. Findings suggest that Price Advantage plays a determining and predominant role in encouraging consumers’ purchase intention of a counterfeit product. In addition, Brand Image has positive effect on the purchase intention as well; while product involvement plays no significant role in the process. Further observations point to there being paucity of literature that focuses on Vietnamese and ASEAN markets. With this is mind, a new conceptual framework was developed to reflect the nuances of the Vietnamese consumer experience; which it is suggested will be of value to scholars, practitioners and further studies. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2014-12-30
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/4217
 
Source ASEAN Marketing Journal; Vol 6, No 2 (2014): December 2014; 89-104
 
Language en