TY - JOUR
T1 - Extending factors of brand attachment in developing consumers’ purchase intentions
T2 - a multi-wave consumer perspective
AU - Asif, Ruba
AU - Asghar, Awes
AU - Akhtar, Naeem
AU - Sharma, Anshuman
AU - Islam, Tahir
N1 - Publisher Copyright:
© The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2024.
PY - 2024/6/10
Y1 - 2024/6/10
N2 - Existing literature has overlooked investigating the factors that foster attachment in counterfeit consumers. This research developed and validated a model that considers social, personal, functional, and economic factors influencing brand attachment and purchase intention. The moderating effect of hedonic benefits was researched under well-established theories—the theory of planned behavior (TPB) and attachment theory. A multi-wave method using purposive sampling was applied to collect 529 responses from consumers about counterfeiting. This data was then analyzed through structural equation modeling (SEM) in AMOS 24.0. The results of the model fit indices of measurement (χ2/df = 2.1927; RMSEA = 0.048) and structural model (χ2/df = 2.552; RMSEA = 0.054) are indicated as satisfactory. The study found that most factors—social, personal, functional, and economic—have a significant positive association with brand attachment to counterfeit products. However, we found that transactional value, conformity, and novelty have an insignificant relationship with brand attachment. The findings also confirmed that brand attachment has a positive relationship with purchase intentions for luxury counterfeit products. Further, hedonic benefits positively moderate the relationship between brand attachment and the willingness to buy luxury counterfeit goods. This research contributes to the body of knowledge on brand attachment, psychology, consumer behavior, TPB, and attachment theory. The study aids luxury and apparel businesses and acknowledges limitations by offering research directions.
AB - Existing literature has overlooked investigating the factors that foster attachment in counterfeit consumers. This research developed and validated a model that considers social, personal, functional, and economic factors influencing brand attachment and purchase intention. The moderating effect of hedonic benefits was researched under well-established theories—the theory of planned behavior (TPB) and attachment theory. A multi-wave method using purposive sampling was applied to collect 529 responses from consumers about counterfeiting. This data was then analyzed through structural equation modeling (SEM) in AMOS 24.0. The results of the model fit indices of measurement (χ2/df = 2.1927; RMSEA = 0.048) and structural model (χ2/df = 2.552; RMSEA = 0.054) are indicated as satisfactory. The study found that most factors—social, personal, functional, and economic—have a significant positive association with brand attachment to counterfeit products. However, we found that transactional value, conformity, and novelty have an insignificant relationship with brand attachment. The findings also confirmed that brand attachment has a positive relationship with purchase intentions for luxury counterfeit products. Further, hedonic benefits positively moderate the relationship between brand attachment and the willingness to buy luxury counterfeit goods. This research contributes to the body of knowledge on brand attachment, psychology, consumer behavior, TPB, and attachment theory. The study aids luxury and apparel businesses and acknowledges limitations by offering research directions.
KW - Brand attachment
KW - Functional influence
KW - Hedonic benefits
KW - Individual influence
KW - Luxury counterfeit products
KW - Social influence
UR - http://www.scopus.com/inward/record.url?scp=85195572918&partnerID=8YFLogxK
U2 - 10.1007/s12144-024-06196-x
DO - 10.1007/s12144-024-06196-x
M3 - Article
AN - SCOPUS:85195572918
SN - 1046-1310
VL - 43
SP - 24941
EP - 24959
JO - Current Psychology
JF - Current Psychology
IS - 30
ER -