An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting

Bian, Xuemei (2006) An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting. PhD thesis, University of Glasgow.

Abstract

Consumers’ perceptions towards counterfeits as well as the effect of consumers’ perceptions on consumer purchase behaviour remain unclear. On the other hand, the study of determinants of the consideration set has recently become attractive to researchers due to its importance in relation to the study of consumer choice processes. Nevertheless, few researchers have examined the influence of consumer perceptions of branded products on the formation of the consideration set.

This thesis attempts an investigation of the determinants of the two crucial stages – consideration set and purchase intention – of the consumer choice process in the context of non-deceptive counterfeiting. The research adopted a combination of qualitative (focus group) and quantitative research (individual interview survey) and provides a detailed examination of consumers’ perceptions of both the counterfeit and original branded products studied, as well as their explanatory power on the selected consumer choice processes.

This research suggests that there are certain differences in the kinds of determinants of the same stage of the consumer choice process across different versions of a brand. There also exist some differences in the kinds and numbers of determinants of the consideration set and the purchase intention towards one brand. Nevertheless, the band personality appears to be significant across all regression models. Generally, it plays the dominant role in the formation of the consideration set and consumer purchase intention. Consumers are more likely to evaluate more criteria in the process of consideration than at the purchase intention stage. This research enriches the branding theory, suggests a more sophisticated use of Aaker’s (1997) brand personality scale, and develops a new measurement scale for use in the study of multiple brands.

• Item Type: Thesis (PhD)
• Qualification Level: Doctoral
• Subjects: H Social Sciences > HF Commerce; H Social Sciences > HC Economic History and Conditions
• Colleges/Schools: College of Social Sciences > Adam Smith Business School > Management
• Supervisor's Name: Moutinho, Prof. Luiz and Laing, Prof. Angus
• Date of Award: 2006
• Depositing User: Mrs Marie Cairney
• Unique ID: glathesis:2006-1141
• Copyright: Copyright of this thesis is held by the author.
• Date Deposited: 11 Sep 2009
• Last Modified: 10 Dec 2012 13:34
• URI: https://theses.gla.ac.uk/id/eprint/1141