Abstract

QUINGA CARRILLO, Jonathan Ricardo; CHIPANTIZA GUAMAN, Cynthia Guadalupe  and  MORENO GAVILANES, Klever Armando. Intention to purchase counterfeit products in the football consumer of the province of Tungurahua (Ecuador): An approach to their brand awareness. rev. econ. Caribe [online]. 2022, n.30, pp.34-53.  Epub May 16, 2023. ISSN 2011-2106.  https://doi.org/10.14482/ecoca.30.220.687.

The objective of the study was to analyze the factors that affect the attitude of consumers towards counterfeit sports fashion products and their purchase intention within the province of Tungurahua. Given this, a survey of 382 respondents was conducted, who were evaluated according to the construct of social influence, materialism, value awareness, perceived risk, brand awareness, attitude towards counterfeiting, and purchase intention according to the correlational level. Te study results indicate that value consciousness, materialism, and social influence are positively related to consumers' attitude towards counterfeit fashion products, eventually leading to purchase intention. In this way, it is concluded that consumers in the low-income group are aware of the value and the brand, so that they perceive a low risk that influences their attitude towards counterfeit fashion products.

Keywords : consumer; counterfeiting; purchasing attitude; social influence; brand.

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