Evaluating Attitudes and Purchase Drivers of Luxury Brands and Counterfeits in China and the United States

The purpose of this article is to explore the relationships between four dimensions, power distance, collectivism, masculinity, and price quality association to determine consumer attitudes and purchase intensions towards counterfeited luxury branded items in China and the United States. A self-administered questionnaire was devised to include established scale measures and demographic characteristics. High levels of social inequality, independence, and masculinity correlate to increased consumer complicity on the individual level. At the national level, American and Chinese consumers were found to have no difference in their complicity to purchase counterfeits.