Moon, Moin Ahmad; Javaid, Batish; Kiran, Maira; Awan, … - In: Marketing Intelligence & Planning 36 (2018) 7, pp. 794-808
Purpose: The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the relationship of object and social psychological stimuli with utilitarian and hedonic...