Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Do counterfeits devalue the ownership of luxury brands?

Do counterfeits devalue the ownership of luxury brands? The purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents found luxury products fun and worth the price they paid for them, whether they were original or counterfeit. Almost 30 percent of respondents owned no counterfeits and only original goods. These respondents believed that counterfeits were inferior products and believed that ownership of original luxury products was more prestigious compared to counterfeit luxury goods. Conversely, those who owned more counterfeits had a positive image of them and did not believe these products were inferior. Overall, 70 percent of respondents indicated that the value, satisfaction, and status of original luxury brand names were not decreased by the wide availability of counterfeits. Further, the majority of respondents disagreed that the availability of counterfeits negatively affects their purchase intentions of original luxury brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Do counterfeits devalue the ownership of luxury brands?

Loading next page...
 
/lp/emerald-publishing/do-counterfeits-devalue-the-ownership-of-luxury-brands-iLy5f5XLmF

References (18)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010351402
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents found luxury products fun and worth the price they paid for them, whether they were original or counterfeit. Almost 30 percent of respondents owned no counterfeits and only original goods. These respondents believed that counterfeits were inferior products and believed that ownership of original luxury products was more prestigious compared to counterfeit luxury goods. Conversely, those who owned more counterfeits had a positive image of them and did not believe these products were inferior. Overall, 70 percent of respondents indicated that the value, satisfaction, and status of original luxury brand names were not decreased by the wide availability of counterfeits. Further, the majority of respondents disagreed that the availability of counterfeits negatively affects their purchase intentions of original luxury brands.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Dec 1, 2000

Keywords: Brand equity; Counterfeiting; Product management

There are no references for this article.