Luxury brand consumption and counterfeiting: A case study of the Portuguese market
-
Author(s)Miguel VarelaLink to ORCID Index: https://orcid.org/0000-0001-8388-1250
,
Paula LopesLink to ORCID Index: https://orcid.org/0000-0002-9377-0447
,
Rita Mendes
-
DOIhttp://dx.doi.org/10.21511/im.17(3).2021.04
-
Article InfoVolume 17 2021, Issue #3, pp. 45-55
- Cited by
- 1161 Views
-
2596 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate and is becoming a pertinent topic. The objective of this study is to specify the factors that influence purchase intention of counterfeit products. A questionnaire was applied to a group of Portuguese consumers, wherein 43% male and 57% female, with an average age of 32.59 years (SD = 9.78). The middle class registered the highest number of responses (86%), followed by the upper class (11%). Most respondents had higher education (76%). This group agreed to declare that they purchase counterfeit luxury products. Qualtrics software was used to validate one hundred responses. Data analysis was performed using SPSS.
The results show that the three most popular counterfeit products are bags, clothes, and watches; the three brands that are most easily for sale are Louis Vuitton, Ray-Ban, and Nike; the main motivation associated with counterfeit goods is lower price (44%). The main sources are street vendors and online shopping. The intention to re-purchase a counterfeit product obtained low median results.
The most desired counterfeit products are bags and clothes that are sold by street vendors (28%) or in the Internet (26%). The main factors that lead to the acquisition of counterfeit products are lower prices (44%) and product design (11%). 130 consumers declared the highest price satisfaction than a personal satisfaction from the purchase of counterfeit products. Portuguese consumers are also aware of ethical issues and agree with the enforcement of severe measures.
- Keywords
-
JEL Classification (Paper profile tab)M21, M31
-
References40
-
Tables5
-
Figures2
-
- Figure 1. Frequency of purchase or receipt as present of luxury products
- Figure 2. Intention to re-acquire or recommend counterfeit products
-
- Table 1. Factors associated with acquiring a luxury brand
- Table 2. Factors that motivate the acquisition of counterfeit products
- Table 3. Experience in the acquisition of counterfeit products
- Table 4. Relationship between experience, intention/recommendation, and ethical/legal issues related to counterfeiting
- Table A1. Characteristics of a sample
-
- Alsaid, K. N., & Saleh, M. A. H. (2019). Perceived Value and Purchase Intention of Counterfeit Luxury Brands: Testing the Moderation of Materialism. Amity Journal of Marketing, 4(1), 1-17.
- Amaral, N. B. (2021). Luxury Counterfeiting: Understanding Supply, Demand, and Anti-Counterfeiting Strategies. In Building Consumer-Brand Relationship in Luxury Brand Management (pp. 244-265). IGI Global.
- Araújo, M. (2012). Luxury Brands Versus Counterfeiting: Motivations for Choice (Thesis). Portuguese Catholic University.
- Becker, K., Lee, J. W., & Nobre, H. M. (2018). The concept of luxury brands and the relationship between consumer and luxury brands. The Journal of Asian Finance, Economics and Business, 5(3), 51-63.
- Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research, 10(2), 193-207.
- Chand, V. S., & Fei, C. (2021). Self-brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411.
- De Barnier, V., Falcy, S., & Valette-Florence, P. (2012). Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands. Journal of Brand Management, 19, 623-636.
- Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Marketing Letters, 16(2), 115-128.
- Eisend, A., & Schuchert-Guler, P. (2006). Explaining Counterfeit Purchases: A review and Preview. Academy of Marketing Science Review, 2006(12), 1-25.
- Fortin, M. F., & Gagnon, J. (2016). Fondements et étapes du processus de recherche: méthodes quantitatives et qualitatives. Chenelière éducation. (In French).
- Gistri, G. (2021). Consumers, Counterfeiters, and Luxury Goods. In P.-Y. Donzé, V. Pouillard & J. Roberts (Eds.), The Oxford Handbook of Luxury Business.
- Han, S. L., & Kim, K. (2020). Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap. Journal of Retailing and Consumer Services, 57, 102249.
- Harvey, M. (1988). A new way to combat product counterfeiting. Business Horizons, 31(4), 19-28.
- Jacob, I., Khanna, M., & Rai, K. A. (2020). Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption. Journal of Business Research, 116, 597-607.
- Kapferer, J.-N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5), 311-322.
- Kapferer, J.-N., & Bastien, V. (2017). The specificity of luxury management: Turning marketing upside down. In Advances in Luxury Brand Management (pp. 65-84). Palgrave Macmillan, Cham.
- Kapferer, J.-N., & Laurent, G. (2016). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332-340.
- Kassim, N. M., Zain, M., Bogari, N., & Sharif, K. (2021). Why do consumers buy counterfeit luxury products? A tale of two major cities in two different countries. Asia Pacific Journal of Marketing and Logistics, 33(2), 416-446.
- Kauppinen-Räisänen, H., Gummerus, J., von Koskull, C., & Cristini, H. (2019). The new wave of luxury: The meaning and value of luxury to the contemporary consumer. Qualitative Market Research, 22(3), 229-249.
- Kim, J., & Yoon, S.-J. (2021). A geo-cultural approach to the purchase decision of counterfeit luxury brands in China. Journal of Global Scholars of Marketing Science, 31(1), 74-93.
- Manganello, K. (2019, October 10). Is Your Business on Alert for Counterfeit Product Risks? Here’s What You Need to Know. Thomas Publishing Company.
- Mundel, J., Soopramanien, D., & Huddleston, P. (2021). Affordable luxuries: Comparing American and Chinese millennial consumers. Asia Pacific Management Review, 2-11.
- OECD. (2019). Trends in Trade in Counterfeit and Pirated Goods.
- Pasricha, D., Jain, K., & Gautam, S. (2019). Attitude of Indian Consumers Towards Counterfeit Luxury Brands. IUP Journal of Management Research, 18(1), 79-101.
- Phau, I., Sequeira, M., & Dix, S. (2009). To buy or not to buy a “counterfeit” Ralph Lauren polo shirt: The role of lawfulness and legality toward purchasing counterfeits. Asia-Pacific Journal of Business Administration, 1(1), 68-80.
- Pope, J. A., Koch, B. J., & Koch, P. T. (2020). Choosing between Genuine Luxury Products and Counterfeits in China. Journal of Asia-Pacific Business, 21(4), 246-270.
- Ren, C.-M., & Kang, M.-J. (2018). The Influence of Brand Awareness on the Intention of Buying Counterfeit Brands. The Journal of Industrial Distribution & Business, 9(10), 7-14.
- Richou, S., & Lombard, M. (1999). Le Luxe das touts ses etats. Paris: Econômica. (In French).
- Shen, B., Minner, S., Chan, H. L., & Brun, A. (2020). Logistics and supply chain management in the luxury industry. Transportation Research Part E: Logistics and Transportation Review, 143, 102095.
- Silva, N. (2012). Determinants of (intention to) purchase counterfeit luxury brands (Thesis). University of Porto.
- Sondhi, N. (2019). Mapping the luxury purchase intentions of the counterfeit luxury buyers. International Journal of Management Practice, 12(4), 476-494.
- Song, L., Meng, Y., Chang, H., Li, W., & Tan, K. (2021). How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination. Journal of Business Research, 130, 1-13.
- Statista. (2020). In-depth: Luxury Goods 2020.
- Strehlau, V. I., Ponchio, M. C., & Loebel, E. (2012). An Assessment of the consumer ethnocentric scale (CETSCALE): Evidences from Brazil. Brazilian Business Review, 9(4), 103-126.
- Tunçel, N. (2021). Willingness to Purchase Counterfeit Luxury Brands: A Cross-Cultural Comparison. International Journal of Consumer Studies.
- Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163.
- Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study – three conceptual dimensions. The Marketing Review, 3(4), 459-478.
- Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.
- Walker, C., & Baxter, J. (2019). Method Sequence and Dominance in Mixed Methods Research: A Case Study of the Social Acceptance of Wind Energy Literature. International Journal of Qualitative Methods, 18, 1-14.
- Wang, Y., Lin, J., & Choi, T. M. (2020). Gray market and counterfeiting in supply chains: A review of the operations literature and implications to luxury industries. Transportation Research Part E: Logistics and Transportation Review, 133, 101823.
-
Inclusivity and corporate social responsibility in marketing
João M. S. Carvalho ,
Sónia Nogueira ,
Nayra Martins
doi: http://dx.doi.org/10.21511/im.19(1).2023.01
Inclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment.
Acknowledgment
The authors would like to thank their students at Universidade Portucalense for accepting that their school tests were used to design and publish this paper.
