Prof. Hemat ElSaka
Ahlia University, Bahrain
The Effects of Counterfeit Goods on Consumer Purchase Behavior
Prof. Hemat Elsaka 1 ; Dr. Imad Assali 2
1 Professor- Dean College of Arts, Science & Education, Mass Communications & Public Relations Dept., Ahlia University, Kingdom of Bahrain, e-mail:helsaka@ahlia.edu.b
2 Assistant Professor / Chairperson of Interior Design Department, Ahlia University,
Kingdom of Bahrain, e-mail:iassali@ahlia.edu.bh
Abstract
Faking brands spread all over the world markets for their competitive prices compared to the original ones. Theses fake products such as medicines, cosmetic items, textiles, mobile phones, CDs, and software, etc. 1 make the genuine brands, companies and consumers suffering losses as a result of a doubtful quality. These products are preferred by consumers in order to express their social class to be admired, recognized and accepted by other people. Although, these fake brands has continued to be a challenge for both the developed and developing country market as a result of improving their quality make it more difficult for the consumer to identify them from the original ones. Accordingly, this paper explores consumers’ attitude and behavioral intentions to purchase fake products by investigating the influence of its image and price. In addition, this research will present methods to increase consumer awareness about the quality of counterfeit brands in order to promote legislation that control the market. Finally, findings from this research show price and image encourage consumers’ purchase intention.
Keywords: fake brands, counterfeit brands, consumer behavior, brand image
