Summary : Despite the extent of counterfeiting, very few studies have focused on consumer behavior and attitudes toward counterfeit products, this study provides a valid measure of consumer attitudes towards counterfeiting and reviews the relationship between attitude and determinants .
A conceptual framework of the determinants of consumer behavior in terms of counterfeiting is proposed and tested in a confirmatory factor analysis. The measurement model is then used to explain the attitude towards counterfeiting of luxury brands and purchase intention .
Keywords : attitudes, counterfeiting of luxury brands , purchase intention , consumer behavior , perceived quality.