Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior

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Weisheng Chiu; Ho Keat Leng;

The purpose of this study was to examine the consumer behavior related to the purchase of counterfeit sporting goods (CSGs) based on the theory of planned behavior. The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of ... View more
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