Impact of Moral Orientation on Purchase intention of Counterfeit Luxury Products: Mediating Effect of Price Sensitivity

  • Muhammad Nabeel, Yasir Hayat Mugha, Qiaiser Aman

Abstract

The purpose of this paper is to find the mediating effect of price sensitivity on relationship between moral orientation and purchase intention. Total population of this study was consumers of counterfeit products in Dera Ismail Khan. Total 100 questionnaires were distributed and 95 completed questionnaires were collected back and used in the analysis. Bivariate analysis and hierarchical regression was used to test the hypotheses. It is noted that price sensitivity does acts as mediator between moral orientation and purchase intention.

Published
2016-12-12
How to Cite
YASIR HAYAT MUGHA, QIAISER AMAN, Muhammad Nabeel,. Impact of Moral Orientation on Purchase intention of Counterfeit Luxury Products: Mediating Effect of Price Sensitivity. International Journal of Business Studies Review, [S.l.], v. 1, n. 1, p. 66-74, dec. 2016. ISSN 2521-0068. Available at: <http://intjourbsr.org/index.php/ijbsr/article/view/46>. Date accessed: 06 dec. 2019.
Section
Research Articles