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

Article English OPEN
Weisheng Chiu; Ho Keat Leng;
  • Publisher: Greek Center for Sport Science Research
  • Journal: Choregia (issn: 1791-4027)
  • Related identifiers: doi: 10.4127/ch.2015.0098
  • Subject: Counterfeit goods | theory of planned behavior | risk averseness | brand consciousness | sports apparels | Sports | GV557-1198.995

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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