EXPLORING THE DUAL ROLE OF CONSUMER PURCHASE EXPERIENCE ON HER/HIS REPURCHASE INTENTION OF COUNTERFEIT AND GENUINE LUXURY BRANDS

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JAFARZADEH KENARI MEHDI; BAKHSHANDEH GHASEM; EBRAHIMI ABDOLHAMID

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2015 | Volume:2 | Issue:3 Page(s): 39-66

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Information Journal Paper

Title

EXPLORING THE DUAL ROLE OF CONSUMER PURCHASE EXPERIENCE ON HER/HIS REPURCHASE INTENTION OF COUNTERFEIT AND GENUINE LUXURY BRANDS

Author(s)

JAFARZADEH KENARI MEHDI | BAKHSHANDEH GHASEM | EBRAHIMI ABDOLHAMID | Issue Writer Certificate

Keywords

COUNTERFEIT PRODUCTS

GENUINE PRODUCTS

LUXURY BRAND

PURCHASE EXPERIENCE

PURCHASE INTENTION

Abstract

This research is trying to identify the most effective factors affecting PURCHASE EXPERIENCE of counterfeit and GENUINE PRODUCTS of LUXURY BRANDs and explores the role of such experiences on consumers repurchase intent. The research is a surveying-descriptive type and the statistical population of research consists of all students of Allameh Tabataba'i University. In order to analyze data, structural equation model (SEM), confirmative functional analysis (CFA), one way analysis of variance (ANOVA), T test with two independent samples and Feridman Test have been employed. Findings have shown that price, value and availability variables have significant effect on COUNTERFEIT PRODUCTS PURCHASE EXPERIENCE; and quality and prestige have significant effect on original products PURCHASE EXPERIENCE. Moreover, COUNTERFEIT PRODUCTS PURCHASE EXPERIENCE has positive effect on COUNTERFEIT PRODUCTS rePURCHASE INTENTION and negative effect on GENUINE PRODUCTS rePURCHASE INTENTION; and GENUINE PRODUCTS PURCHASE EXPERIENCE has negative effect on COUNTERFEIT PRODUCTS rePURCHASE INTENTION and positive effect on GENUINE PRODUCTS rePURCHASE INTENTION.

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APA: Copy

JAFARZADEH KENARI, MEHDI, BAKHSHANDEH, GHASEM, & EBRAHIMI, ABDOLHAMID. (2015). EXPLORING THE DUAL ROLE OF CONSUMER PURCHASE EXPERIENCE ON HER/HIS REPURCHASE INTENTION OF COUNTERFEIT AND GENUINE LUXURY BRANDS. JOURNAL OF BRAND MANAGEMENT, 2(3 ), 39-66. SID. https://sid.ir/paper/267546/en

Vancouver: Copy

JAFARZADEH KENARI MEHDI, BAKHSHANDEH GHASEM, EBRAHIMI ABDOLHAMID. EXPLORING THE DUAL ROLE OF CONSUMER PURCHASE EXPERIENCE ON HER/HIS REPURCHASE INTENTION OF COUNTERFEIT AND GENUINE LUXURY BRANDS. JOURNAL OF BRAND MANAGEMENT[Internet]. 2015;2(3 ):39-66. Available from: https://sid.ir/paper/267546/en

IEEE: Copy

MEHDI JAFARZADEH KENARI, GHASEM BAKHSHANDEH, and ABDOLHAMID EBRAHIMI, “EXPLORING THE DUAL ROLE OF CONSUMER PURCHASE EXPERIENCE ON HER/HIS REPURCHASE INTENTION OF COUNTERFEIT AND GENUINE LUXURY BRANDS,” JOURNAL OF BRAND MANAGEMENT, vol. 2, no. 3 , pp. 39–66, 2015, [Online]. Available: https://sid.ir/paper/267546/en

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