A Study on the Correlation between Forged Brand Quality and Purchase Intentions based on Types of Preference of Luxury Brands

Abstract Purpose: As there are more cases of forged brands, change of awareness is urgently required at the gov-ernmental, corporate and consumer levels. Therefore, this study aims to positively analyze the correlation between forged brand quality and purchase intentions perceived by consumers based on types of preference of luxury brands.Methods: In order to achieve the above purpose, this study derived a mod el of causal relationships among the forged brand quality, preference of typified luxury brands, and purchase intentions. SPSS 20.0 was applied for data processing. Frequency analysis ad descriptive statisti cal analysis were conducted for basic data and measurement tools were verified through feasibility and reliabi lity analyses. Multiple regression analysis was conducted to verify the hypotheses. * Results: Based on the results, only utilitarian quality positively (+) affected non-intrinsic preference while its impact on intrinsic preference was negative (-). On the oth er hand, hedonic quality was significantly positive (+) but the impact was not significant. Both utilitarian and he donic qualities had significantly positive (+) impacts on the intentions to purchase forged brands with the impact of hedonic quality relatively higher.Conclusion: These results clarified that the overall consumption of Korean consumers had not entered its maturity, yet. Also, Korean consumers regard forged brands as a lternatives to luxury brands mostly because of hedonic quality. As hedonic quality is added, Korean consume rs' purchase intentions became higher. Based on these results, this study suggested the measures to be taken for the country to develop into an advanced