Developing a Relationship Model between the Attitude to Buying Counterfeit Products and Brand Popularity in Sport Products Customers

The aim of the present study was to develop a model of the relationship between attitudes toward counterfeit products and brand popularity in product products customers. This study was applied in terms of objectives and correlation in terms of data collection. The statistical population consisted of all the customers of sport products in Tehran city. Given the unknown number of research sample, 10,000 ≤ N was considered. Using Morgan table, 384 sport product customers were selected as the sample through simple random sampling method. Standard questionnaires were used to collect data and measure the variables. To analyze the data, descriptive statistics (frequency distribution tables and graphs) and inferential statistics (Pearson correlation and path analysis model) were used to test the research hypotheses. Finally, the results showed that knowing the value, the social effect and the norm of mind had significant positive effects and the price-quality ratio perception, brand loyalty, risk aversion and perceived risk had significant negative effects on the attitude toward counterfeit products. Attitude toward counterfeit products also had a significant positive effect on brand popularity. Also, based on the findings of the study, the effects of personal satisfaction, brand prestige, ethics and brand awareness on attitude toward counterfeit products were not significant. Based on the results of the study, it can be stated that informing the customers about the functional aspects of the main products against the counterfeit products as well as informing advertisements will be effective in introducing the counterfeit products to the individuals and changing their attitude.