The risk of embarrassment in buying luxury counterfeits: do face-conscious consumers care?
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DOI: 10.1108/ejm-11-2021-0891
Abstract: Purpose This study aims to examine the role of face consciousness, materialism and risk of embarrassment in determining consumer purchase intention toward counterfeit luxury brand. In addition, the authors explore boundary conditions of these relationships.… read more here.
Keywords: purchase intention; luxury counterfeits; luxury; face consciousness ... See more keywords