Ditemukan 1 dokumen yang sesuai dengan query
Giang Huynh : Jonathan A.J. Wilson
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This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products;
by investigating the influence of brand image, product involvement and price advantage towards
decision-making processes associated with purchasing and ownership. An inductive anti-positivist
approach was adopted, employing qualitative methods; drawing from in-depth interviews distilled
and synthesized using Word Cloud software, as Geographic Information System (GIS) based Spatial
Analyses. Findings suggest that Price Advantage plays a determining and predominant role in encouraging
consumers’ purchase intention of a counterfeit product. In addition, ...
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Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2014
pdf
Artikel Jurnal Universitas Indonesia Library
