Merchandising/Marketing/Retailing: Branding

What do consumers think about widespread fashion counterfeits? A Q-methodological analysis of the diverse viewpoints

Authors: Seung-Hee Lee (Southern Illinois University) , Kyangho Jung (Seoul National University) , Jonghwan Eun (Seoul National University) , Jane E. Workman (Southern Illinois University)

Abstract

This study explores the complex facets of fashion counterfeits, focusing on (1) why such purchasing behaviors are widespread and (2) whether or not the behaviors are morally accepted and can be eliminated through law and regulations. In order to identify and categorize perceptual factors of the fashion counterfeits problem, we used Q-methodology with a combination of qualitative and quantitative techniques to identify different patterns of subjective perceptions (Brown, 2008).

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How to Cite: Lee, S. , Jung, K. , Eun, J. & Workman, J. E. (2015) “What do consumers think about widespread fashion counterfeits? A Q-methodological analysis of the diverse viewpoints”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).