Factor affecting intention to purchase genuine luxury bags of Thai customers.

Abstract

This research examines the factor which would affect in the intention to purchase genuine luxury bags of Thai customers by focusing on Thai customers’ behavior in terms of making a decision to buy genuine luxury bags. The main objective of this research is to find the way that genuine luxury bags brand and overcome counterfeit luxury bags’ merchandise. The research generates the factor that found to affected in purchase intention of Thai customers which are brand personality, attitude towards brand, perceived risk, country of origin (COO), subjective norms, self-image. After testing all the data from 409 respondence, the result shows the guide that can be used to implement the marketing strategy in order to overcome counterfeit luxury bags.