Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

Annie Ng Cheng San, Choy Johnn Yee


Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.

Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.

Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit.  

Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.

Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included. 

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Journal of Public Administration and Governance  ISSN 2161-7104


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