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The U.S. Customs and Border Protection (2012) reported that fashion counterfeiting keeps growing. Among the 25,000 counterfeits seized in 2011, fashion counterfeits were the largest category, representing 32%. China is one of the largest suppliers of counterfeits (Facts and Details, 2012). However, little is known about Chinese consumers’ fashion counterfeit purchase behaviors and no cross-cultural studies have examined the differences between U.S. and Chinese consumers in terms of factors influencing their behavioral intention related to fashion counterfeit consumption.

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Jan 1st, 12:00 AM

College students’ purchase intention for luxury brand fashion counterfeit goods: A cross-cultural comparison

The U.S. Customs and Border Protection (2012) reported that fashion counterfeiting keeps growing. Among the 25,000 counterfeits seized in 2011, fashion counterfeits were the largest category, representing 32%. China is one of the largest suppliers of counterfeits (Facts and Details, 2012). However, little is known about Chinese consumers’ fashion counterfeit purchase behaviors and no cross-cultural studies have examined the differences between U.S. and Chinese consumers in terms of factors influencing their behavioral intention related to fashion counterfeit consumption.

 

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