Karmo, Korpo <br/><br/>
THE MEDIATING EFFECT OF CUSTOMER-BASED  BRAND EQUITY ON THE RELATIONSHIP BETWEEN  PLANNED CUSTOMER BEHAVIOR AND THE  INTENTION TO PURCHASE COUNTERFEIT  PRODUCTS / 
 A CASE STUDY OF THE CITY BUILDERS  OF LIBERIA 
KORPO KARMO; SUPERVISOR: ASSOC. PROF. DR. FİGEN YEŞİLADA 
 - viii, 56 sheets;  31 cm.  1 CD-ROM 
<br/><br/>Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department 
<br/><br/>Includes bibliography (sheets 42-51) 
<br/><br/> ABSTRACT<br/>The impact of counterfeit products has grown exponentially in Liberia, and it has <br/>become a global phenomenon. The study aimed to find the mediating effect of <br/>customer-based brand equity on the relationship between planned behavior and the <br/>intention to purchase counterfeit products. The study aimed to find the mediating effect <br/>of customer-based brand equity on the relationship between subjective norms, <br/>behavioral control, and attitude and intention to purchase counterfeit products.<br/>The study used a descriptive research design to formulate the research problem, collect <br/>data, and analyze the data to solve the identified problem. The study used the Cochran <br/>formula to calculate the sample size, and the final sample size comprised 384 City <br/>Builder of Liberia customers. The study used electronic questionnaires to collect the <br/>data, and the sampling technique used was a snowball, where initial contacts were <br/>made, and the initial contacts were asked to reach other contacts. The study used <br/>bootstrapping analysis to perform the mediating analysis with a bootstrap sample of <br/>5000 and a 95% confidence interval with the help of AMOS software.<br/>The results from the mediating analysis show that customer-based brand equity has no <br/>mediating effect on the relationship between subjective norms and the purchase <br/>intention of counterfeit products. The study found that customer-based brand equity <br/>has no mediating effect on the relationship between behavioral control and the <br/>purchase intention of counterfeit products. The study revealed that customer-based <br/>brand equity fully mediates the relationship between attitude and the purchase <br/>intention of counterfeit products.<br/>Keywords: Attitude, Behavioral control, City builder of Liberia, Customer based brand <br/>equity, Planned customer behavior 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumers--Dissertations, Academic<br/>Purchasing--Dissertations, Academic