The effects of endorsers’ traits on counterfeit purchase

This study applies Balance Theory and Elaboration Likelihood Model to explain consumerspsila counterfeit purchase behaviors. The results find that idolspsila exterior traits enhance not only consumerspsila worship levels, but also foster consumerspsila counterfeit purchase behaviors. Idolspsila interior traits enhance only worship levels, but not counterfeit purchase behaviors. In contrast, the role of worship level is to minimize the positive association between exterior traits and counterfeit purchase behaviors. Elder consumers display more counterfeit purchase behaviors than do younger consumers. This study suggests that emphasizing idolspsila interior traits is a helpful strategy for both marketing firms and consumers. Study implications and suggestions for future research are also discussed.