Anti-counterfeit education: examining the effectiveness of educational initiatives in deterring the demand of fashion counterfeit goods
dc.contributor.author | Polfer, Kelby Lorraine | |
dc.date.accessioned | 2013-04-17T13:10:57Z | |
dc.date.available | 2013-04-17T13:10:57Z | |
dc.date.graduationmonth | May | en_US |
dc.date.issued | 2013-05-01 | |
dc.date.published | 2013 | en_US |
dc.description.abstract | Within the global marketplace, the production and consumption of counterfeit goods represents a serious social problem. Scholars continue to suggest anti-counterfeit education as a means to resolve this global problem and curb the demand for counterfeit goods, but no scholarly research has empirically evaluated the effectiveness of anti-counterfeit education. Therefore, the purpose of this study is to draw upon such suggestions within the literature, and quantitatively assess the effectiveness of anti-counterfeit education on consumers' perceived knowledge, attitudes, and purchase intentions of fashion counterfeit goods. Convenience samples of male and female college students participated in this study. Utilizing a one-group pretest posttest, quasi-experimental design, the findings from a series of paired samples t-tests revealed a positive, significant change in consumers’ perceived knowledge of fashion counterfeit goods after viewing the anti-counterfeit educational unit. Negative, significant changes in consumers’ favorable attitudes and purchase intentions of fashion counterfeit goods were also revealed after the anti-counterfeit educational unit had been administered. Findings from this study provide relevant implications toward academicians, government officials, fashion retailers, and anti-counterfeiting organizations, such as how to develop effective anti-counterfeit educational content. Such parties with a vested interest in deterring the demand of fashion counterfeit goods should focus on formulating and implementing anti-counterfeit educational tools, such as campaigns and advertisements, which focus on the negative factors and consequences associated with the fashion counterfeit industry. | en_US |
dc.description.advisor | Joy M. Kozar | en_US |
dc.description.degree | Master of Science | en_US |
dc.description.department | Department of Apparel, Textiles, and Interior Design | en_US |
dc.description.level | Masters | en_US |
dc.identifier.uri | http://hdl.handle.net/2097/15516 | |
dc.language.iso | en_US | en_US |
dc.publisher | Kansas State University | en |
dc.subject | Fashion counterfeit goods | en_US |
dc.subject | Anti-counterfeit education | en_US |
dc.subject | Fashion | en_US |
dc.subject | Counterfeiting | en_US |
dc.subject | Demand of counterfeit goods | en_US |
dc.subject.umi | Behavioral Sciences (0602) | en_US |
dc.title | Anti-counterfeit education: examining the effectiveness of educational initiatives in deterring the demand of fashion counterfeit goods | en_US |
dc.type | Thesis | en_US |
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