Luxury brand counterfeiting: the role of enforcement activism and brand passion

The prevalence of counterfeit luxury brands is a multifaceted issue with far-reaching consequences, yet the literature lacks theory and evidence on enforcement activism's role in combating the illicit trade in luxury counterfeits. Using PLS-SEM, this research investigates the mediating roles of deterrence to counterfeiting, consumers' attitudes toward counterfeiting, and moral awareness as mechanisms behind the influence of enforcement activism on counterfeit purchase intentions. The model also examines brand passion's direct and indirect effects on counterfeit purchase intentions through the mediation of consumers' attitudes toward counterfeiting. The findings contribute to brand counterfeiting literature and offer guidelines for enhancing enforcement activism's efficacy.