“The pursuit of happiness”: pleasure and leisure through counterfeit branded fashion goods consumption

• Main Authors: Rosely, Nurhidayah, Raja Yusof, Raja Nerina, Hashim, Haslinda, Adzharuddin, Nor Azura
• Format: Article
• Language: English
• Published: NUN Gemilang Enterprise 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/95572/1/%E2%80%9CThe%20pursuit%20of%20happiness%E2%80%9D%3B%20pleasure%20and%20leisure%20through%20counterfeit%20branded%20fashion%20goods%20consumption.pdf; http://psasir.upm.edu.my/id/eprint/95572/; https://tijarijournal.com/index.php/home/article/view/15

The rising demand for counterfeit goods has led to a new phenomenon in consumer behaviour. Previously, consumers’ involvement in counterfeit consumption is driven by the indistinguishable physical characteristics between the original and counterfeit versions, which allows consumers to exhibit an asp...