Abstract

Original and Unique commodities face financial losses and these losses of brand value and equity claiming to the extensive accessibility of replicated items (Chaudhry, Cordell, & Zimmerman, 2005). The negative face of counterfeit items is obvious, in any case, that being said customers will in general intentionally buy such type of products for a feeling of individual fulfillment, prevalent burden and affordability (Wilcox, Kim, & Sen, 2009). This study aims to examine different dimensions of attitude use to be formed and integrated in fishbein model of behavior intention and survey is conducted with 422 respondents on Pakistani market with the help of SEM. Descriptive and inferential statistics has been applied for the results. This paper contributes to inform policy makers and brand mangers that what the main predictors of consumer attitude toward counterfeit are. Through applying this model of our research, companies can predict consumer behavior towards counterfeited cell phones and can develop anti-piracy strategies and add all those things in their upcoming brands which affects consumer’s attitude in decision making process.