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

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

Authors: Hira Ahmad, Shaheera Ahmad, Tuba Shahid

Journal: Social Science Multidisciplinary Review

HEC Recognition History
Category From To
Y 2024-10-01 2025-12-31

Publisher: Beyond Research Advancement & Innovation Network LLP

Country: Pakistan

Year: 2023

Volume: 1

Language: en

DOI: 10.69591/ssmr.v1i.26

Keywords: Social InfluenceFashion ConsciousnessBrand Consciousnesscounterfeits

Categories
Fashion Studies (102) Sociology (44910) Psychology (26534) Marketing (5244) Consumer Behavior (2797)

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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