期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：12
页码：829-846
DOI：10.6007/IJARBSS/v11-i12/11822
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Consumer demand has been a principal basis for the mushrooming counterfeit markets. Therefore, this dark market poses the most significant challenge for luxury brand manufacturers to stop consumers from engaging in counterfeiting activities. This paper, which was based upon a hermeneutic phenomenology study, endeavoured to uncover a rich and contextualised account of 12 consumers consumption experiences on the purchase of counterfeit branded fashion goods through in-depth interviews. The phenomenology approach was used to probe the living experience of consumers involved in counterfeit branded fashion goods consumption, and the consumers were selected via purposive and snowball sampling. The data were analysed employing thematic analysis. Four themes arose from this research; compensates original brand, unavailability, appears identical, and inadequacy, confirming how consumers satisfied their material needs by optimising the counterfeit branded fashion goods justified as a rational choice. This study added knowledge to counterfeit branded fashion goods and consumer behaviour as the emerging themes described the actual experiences captured from the consumers who were continuously involved in counterfeit consumption practice. This research contributed to scholarly and managerial awareness in the Malaysian context through more profound cognisance of the underlying motives of counterfeit consumption phenomena.
