Luxury brand consumption and counterfeiting: A case study of the Portuguese market
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Author(s)Miguel VarelaLink to ORCID Index: https://orcid.org/0000-0001-8388-1250
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Paula LopesLink to ORCID Index: https://orcid.org/0000-0002-9377-0447
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Rita Mendes
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DOIhttp://dx.doi.org/10.21511/im.17(3).2021.04
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Article InfoVolume 17 2021, Issue #3, pp. 45-55
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- 1151 Views
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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
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JEL Classification (Paper profile tab)M21, M31
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References40
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Tables5
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Figures2
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- Figure 1. Frequency of purchase or receipt as present of luxury products
- Figure 2. Intention to re-acquire or recommend counterfeit products
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- 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
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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.
