شناسایی عوامل مرتبط با قصد خرید عینکهای آفتابی لوکس تقلبی از برندهای معتبر در شهر تهران

As brand is one of the most valuable property for each company, we can conclude that when a brand get prominent in the market and gains success, it is probable to be counterfeited. This research aims at analyzing factors that drive consumers buying counterfeit of branded products consciously. Regarding mentioned and according to theoretical model 6 hypotheses were tested. This is an applied and surveying- descriptive research. Demographic society constitute branded counterfeit sunglasses end-users, which were sampled using clustering method. Questionnaire was used for data gathering and 384 were selected among 400 distributed in summer 2015. To evaluate hypothesis Pearson correlation test was used. Results showed that there is a positive relation between brand personality, perceived product attributes ,perceived benefits, product involvement, perceived risk and branded counterfeit sunglasses purchase intention. And researchers suggested applied and research suggestion according to these results at the end of article.