Abstract:
The need for value expression has always been predominant in individuals, however recently the power of advertisements and social media has made the need for value expression and social adjustiveness more dominant. Hence, the luxury brands today are purchased for selfexpressiveness rather than functional benefits. However, not every individual has the purchasing power for luxury brands especially in the market of Pakistan where the income disparity is high. Such markets have given rise to the production and purchase of counterfeit products. Thus this research has empirically investigated the impact of value expression on the purchase intension of counterfeit products with moderating demographics. Underdog effect is a phenomena that has been long used in advertisements, thus this research takes the variable underdog effect as an outcome of purchasing counterfeit products. The study is based on millennials of Islamabad with a sample size of 381 respondents, the methods suggested by Barons and Kenny (1986) is used for analysis. The study has estimated series of regression model and correlation ships. It is found that value expression has positive impact on the purchase intension of counterfeit products. The demographics also have a positive impact on value expression as well as on the purchase intension. However, the moderating influences of demographics are partial on the relationship of value expression and purchase intension. The sample size used in this research is limited to hold greater generalizability, also due to limitation of time and cost data was collected one time only. The main focus of the research was on sun glasses industry. Future research can be carried out in other industries and in a different geographical setting. Sample size can be increased and qualitative and quantitative data can have better analysis of the research. To have a better understanding of the topic future research should incorporate post millennials.
