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METHODOLOGY

METHODOLOGY. The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits Direct and indirect effects. SETTING. Brand Selection-investigate Rolex watch Conduct the study in Glasgow, UK Survey data from 321 consumers

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METHODOLOGY

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  1. METHODOLOGY

  2. The role of brand image, productinvolvement, and knowledge inexplaining consumer purchasebehavior of counterfeitsDirect and indirect effects

  3. SETTING • Brand Selection-investigate Rolex watch • Conduct the study in Glasgow, UK • Survey data from 321 consumers • Randomly choose supermarkets and 5 gave permission. 2 relative small 2 medium sized store

  4. DATA COLLECTION • Using the questionnaire • Used gaze and touch method (recommended by previous researchers) which are used the chocolates

  5. DATA ANALYSIS • First author and 8 trained fieldworkers collected the data at the supermarkets entrances • The researcher invited every 10th shopper • The research proceeded over 14 day period included weekends and weekdays to avoid respondent bias

  6. STATISTICAL INSTRUMENT • All involved constructs were measured using five-point Likert scale (1= strongly disagree, 5= strongly agree)

  7. Counterfeits and branded products: effects ofcounterfeit ownership

  8. SETTING • Used consumer in Glasgow, UK as the sample • The sample consisted of 430 shoppers • 181 males, 140 females

  9. DATA COLLECTION • Using questionnaire • Using mail • Using observation

  10. DATA ANALYSIS • The authors give the research questionnaire to the shopper at the entrance of the supermarkets • The other author contacted 20 consumers by mail • They do the survey at the supermarkets

  11. EVALUATION OF SEARCH, EXPERIENCE AND CREDENCE ATTRIBUTES: ROLE OF BRAND NAME AND PRODUCT TRIAL

  12. SETTING • Subject recruited from introductory marketing classes at an east coast university • Have 360 participants

  13. DATA COLLECTION • Conduct experiment with a two-by-two design • First factor was label condition • Second factor was time of evaluation • Collect by survey • Constructed the pretest questionnaire

  14. DATA ANALYSIS • Study was run during regular class time and the extra credit were given to who were participated in this experiment • The subjects were divide into 2 group • 180-evaluate fruit cocktail category • 180-facial tissue category • T student have to filled 2 questionnaire which are pre-trial add post-trial

  15. STATISTICAL INSTRUMENT • Pre- and post-measure of attitude were measured with multi-item scale • Consist of five seven-point semantic differential scale

  16. THANK YOU

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