Brand Vs Counterfeit: The Place for Counterfeit among Fashion & Brand Conscious Females

Authors

  • Hira Ahmad Government College University, Lahore, Pakistan
  • Shaheera Ahmad University of Engineering and Technology, Lahore, Pakistan
  • Tuba Shahid University of Engineering and Technology, Lahore, Pakistan

DOI:

https://doi.org/10.69591/ssmr.v1i.26

Keywords:

brand consciousness, social influence, fashion consciousness, counterfeits

Abstract

This study aims to investigate how brand consciousness and fashion consciousness influence the willingness to purchase counterfeit brands in the lawn wear market. Purchase intention serves as a mediator, while social influence acts as a moderator. The research focuses on a sample of 300 females from Lahore, Pakistan. Data will be collected using a structured questionnaire, and the analysis will be conducted using Smart PLS. This non-contrived study addresses a significant gap in the market literature.

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Published

2023-12-31

Issue

Volume 1:2023

Section

Articles

License

Copyright (c) 2023 Hira Ahmad, Shaheera Ahmad, Tuba Shahid

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a CC-BY 4.0 License.