Master of Science (MS), Ohio University, 2014, Apparel, Textiles, and Merchandising (Education)

Counterfeiting in general has become a worldwide phenomenon, and the production of fashion merchandise is at the forefront of this economic predicament. As severity of the issue rises, businesses and scholars suggest that consumer education and awareness could be the tool to lessening the impact of counterfeit manufacturing (Berman, 2008; Cheek & Easterling, 2008; Juggessur, 2011; Marcketti & Shelley, 2009; Phillips, 2005). This study presents the topic of counterfeiting, its negative consequences and the fight against this illegal business. The study uses consumer education as a method of creative vigilance toward the public in an effort to find out whether this alters future purchase intentions of counterfeit merchandise. Results indicate strong support for the efficacy of a consumer education seminar with regard to knowledge, attitudes, and planned behavior toward the consumption of counterfeit merchandise. Additionally, three variables, parents' annual income, sex, and country of citizenship, introduced some variation among participants that suggest there are differences based on demographic factors. After the educational seminar, students had a greater understanding of counterfeiting, felt more knowledgeable about the topic, acknowledged that it is illegal, realized how it affects the global economy and retailers, and linked it to social issues such as organized crime, terrorism, child labor, and sweatshops. In congruence with scholars who suggest consumer education as a vehicle to decrease counterfeit consumption, participants agreed that this seminar was educational and informative, and an effective means towards minimalizing the consumption patterns of counterfeit merchandise. Because participants gained a significant amount of knowledge in the educational seminar, this could affect preferences for authentic and counterfeit merchandise, and reduce intent to purchase counterfeits. An educational session would be expected to have relatively immediate (open full item for complete abstract)

Committee: V. Ann Paulins (Committee Chair); Lisa Williams (Committee Member); RayeCarol Cavender (Committee Member); Eugene Geist (Committee Member) Subjects: Communication; Continuing Education; Curriculum Development; Education; Educational Evaluation; Gender

Bachelor of Business Administration (BBA), Ohio University, 2023, Business Administration

This research explores the value of secondary packaging of luxury items and its impact on consumers' post-purchase experience. Using a mixed methods approach, this research employed three studies to better understand this topic. First, qualitative in-depth interviews were completed with Gen Z luxury consumers who had kept their packaging after acquiring a luxury brand item. From these interviews, three overarching themes of secondary packaging emerged: packaging is considered to be an extension of self and an art form, packaging tells a long-lasting story, and five types of actions (i.e., keep, display, store, reuse, and throw away) are taken by consumers when it comes to their luxury brand packaging. Next, several luxury and non-luxury brands were pre-tested to confirm that respondents viewed Dior and Prada as equally luxurious, and Old Navy as distinct (i.e., non-luxury). An online experiment with a hypothetical gifting scenario and a between-subjects design was employed (1) to measure price assessment of three layers of secondary packaging associated with luxury vs. non-luxury brands, (2) to determine the type of post-purchase actions with packaging, and (3) to discover the respondents' social media sharing behavior as pertaining to the different levels of secondary packaging. Moderating effects of luxury sensitivity, need for status, and product status consumption were also tested. Though the experiment found there was not a significant difference in dollar valuation among the three levels of secondary packaging, luxury secondary packaging did hold value for consumers. Consumers are more likely to post images of secondary packaging on social media for luxury brands than non-luxury brands. None of the moderating effects were found to have a significant effect between packaging layer and price. This research represents a start to understanding an important and understudied area of post purchase consumption of secondary packaging for luxury brands and how Gen Z lux (open full item for complete abstract)

Committee: Dr. Moumita Gyomlai (Advisor); Dr. Jessica Weeks (Advisor) Subjects: Business Administration; Marketing