Investigating the effect of brand attachment on the customer's intention to buy original or counterfeit luxury brand goods

The present study is entitled to investigate the effect of brand attachment on the customer's intention to buy original or counterfeit goods of luxury brands. The present research is applied research in terms of purpose and descriptive research in terms of implementation method. The statistical population of this research is the customers of Digi Kala. In this study, according to the sample size determination table using Cochran's formula for infinite communities in the present study is 384 people. It should also be noted that the sampling of the present study is available as non-probabilistic sampling. The present questionnaire had content validity and its reliability was measured by Cronbach's alpha and data analysis was performed using SPSS22 and AMOS22 software. The research results show that the economic benefits of counterfeit products with the intention of buying a counterfeit brand, the pleasure of buying counterfeit products with the intention of buying a counterfeit brand, materialism with the intention of buying the original brand, the real fit with the intention of buying the original brand, the intention of buying a counterfeit brand Buying the original brand, public self-awareness is directly related to brand attachment and self-esteem is directly related to brand attachment, and also the pleasure of buying counterfeit products is negatively related to the intention to buy the original brand