Correspondence: Ian Phau, The School of Marketing, Curtin University of Technology, GPO Box U1987, Perth 6845, Western Australia. E-mail: ian.phau@cbs.curtin.edu.au

¹is Associate Professor at Curtin Business School. His research interests lie in country image, luxury branding and brand piracy. He specialises in teaching consumer behaviour and brand management. He is also involved in consulting work in the luxury goods industry.

²completed her Masters in Marketing and is currently pursuing her PhD at Curtin University of Technology.

³completed her Masters in Marketing at Curtin University of Technology.

Received 17 May 2008; Revised 17 May 2008.

Abstract

This paper examines the factors that influence the attitudes of Singaporean consumers towards counterfeits of luxury brands. Data were collected using a self-administered questionnaire from 300 postgraduate students of a large university. Both social influence and price quality inference were found to significantly influence attitudes towards counterfeits of luxury brands. There was no significant relationship with brand consciousness, personal gratification, value consciousness and brand prestige. Attitudes towards counterfeits of luxury brands were found to influence purchase intention.