Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. In addition, age appears to affect consumer stance on the social cost of counterfeiting, and education is related to anti-big business attitudes. In contrast, income does not appear to be related to any of the focal variables examined in the study.

About the Authors

Ms. Edwards is a senior instructor in the Department of Retailing at the University of South Carolina. She received her juris doctor degree from the University of South Carolina. Ms Edwards’ research focuses on legal issues affecting retailers, including counterfeit fashion products. Her research has been published in Journal of Textile and Apparel, Technology and Management; International Journal of Retail and Distribution Management; and Sport Marketing Quarterly. She is a reviewer for Management Research Review (formerly Management Research News), European Sport Management Quarterly, and the Conference of the Association of Marketing Theory and Practice. Recipient of USC’s 2010-11 Harry E. Varney Distinguished Teacher of the Year Award, Ms. Edwards teaches in the areas of business law and law-related issues affecting retailers. She is a member of the International Anti- Counterfeiting Coalition, International Textile and Apparel Association, American MENSA, and the South Carolina Bar.

Dr. Jason Carpenter is an Associate Professor and acting chair of Department of Retailing at the University of South Carolina. He received his Ph.D. from the University of Tennessee. His research focuses on retail consumer attitudes and behaviors and teaching methods in retailing. His refereed articles appear in journals such as Journal of Retailing & Consumer Services, International Journal of Retail & Distribution Management, Journal of Product & Brand Management, and Marketing Intelligence & Planning. Dr. Carpenter has received the Emerald Literati Award of Excellence and Highly Commended Paper awards, and has been recognized as the Patricia G. Moody Distinguished Researcher and Scholar of the Year by USC’s College of Hospitality, Retail, & Sport Management. Dr. Carpenter was ranked eighth among the top twenty North American retailing authors based on appearances in the four major retailing specialist journals. He is a member of and the International Textile & Apparel Association.

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