METHODOLOGY

The role of brand image, product

involvement, and knowledge in

explaining consumer purchase

behavior of counterfeitsDirect and indirect

effects

Brand Selection-investigate Rolex watchConduct the study in Glasgow, UKSurvey data from 321 consumersRandomly choose supermarkets and 5 gave permission.

SETTING

supermarket

1 located in shopping centre

2 relative small

2 medium sized store

Using the questionnaireUsed gaze and touch method (recommended by previous researchers) which are used the chocolates

DATA COLLECTION

First author and 8 trained fieldworkers collected the data at the supermarkets entrancesThe researcher invited every 10th shopperThe research proceeded over 14 day period included weekends and weekdays to avoid respondent bias

DATA ANALYSIS

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

STATISTICAL INSTRUMENT

Counterfeits and branded products:

effects ofcounterfeit ownership

Used consumer in Glasgow, UK as the sampleThe sample consisted of 430 shoppers181 males, 140 females

SETTING

Using questionnaireUsing mailUsing observation

DATA COLLECTION

The authors give the research questionnaire to the shopper at the entrance of the supermarketsThe other author contacted 20 consumers by mailThey do the survey at the supermarkets

DATA ANALYSIS

EVALUATION OF SEARCH, EXPERIENCE

AND CREDENCE ATTRIBUTES: ROLE

OF BRAND NAME AND PRODUCT TRIAL

SETTING

Subject recruited from introductory marketing classes at an east coast universityHave 360 participants

DATA COLLECTIONConduct experiment with a two-by-two designFirst factor was label conditionSecond factor was time of evaluationCollect by surveyConstructed the pretest questionnaire

DATA ANALYSISStudy was run during regular class time and the extra credit were given to who were participated in this experimentThe subjects were divide into 2 group180-evaluate fruit cocktail category180-facial tissue categoryT student have to filled 2 questionnaire which are pre-trial add post-trial

STATISTICAL INSTRUMENT

Pre- and post-measure of attitude were measured with multi-item scaleConsist of five seven-point semantic differential scale

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