Factors influencing Malaysian Generation Y’s intention to purchase counterfeits of luxury brands product / Norfarhana Mohamad Fuad

• Main Author: Mohamad Fuad, Norfarhana
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2015
• Subjects: Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Purchasing. Selling. Sales personnel. Sales executives
• Online Access: http://ir.uitm.edu.my/id/eprint/27947/1/PPb_NORFARHANA%20MOHAMAD%20FUAD%20BM%20M%2015_5.pdf; http://ir.uitm.edu.my/id/eprint/27947/

Counterfeit consumption has recently attracted considerable attention as the number of counterfeit products keep rose up year by year. The study purpose is to identify the important factors influencing Malaysian Generation Y’s purchase intention towards counterfeit luxury brand products. For this st...