Luxury brand consumption and counterfeiting: A case study of the Portuguese market
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 co...
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LLC "CPC "Business Perspectives"
2021-07-01
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doaj-7ee05d60ff3c4d7db17c8118fc8f282c2021-07-28T06:29:37ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262021-07-01173455510.21511/im.17(3).2021.0415330Luxury brand consumption and counterfeiting: A case study of the Portuguese marketMiguel Varela0https://orcid.org/0000-0002-9377-0447Paula Lopes1https://orcid.org/0000-0001-8388-1250Rita Mendes2Ph.D., Dean and Professor, Instituto Superior de Gestão, LisboaPh.D., Professor, Instituto Superior de Gestão, Lusófona University, CICANT, LisboaMSc, Instituto Superior de Gestão, LisboaThis 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.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15330/IM_2021_03_Varela.pdfcounterfeitingluxury brandsPortugalсonsumers |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Miguel Varela Paula Lopes Rita Mendes |
spellingShingle |
Miguel Varela Paula Lopes Rita Mendes Luxury brand consumption and counterfeiting: A case study of the Portuguese market Innovative Marketing counterfeiting luxury brands Portugal сonsumers |
author_facet |
Miguel Varela Paula Lopes Rita Mendes |
author_sort |
Miguel Varela |
title |
Luxury brand consumption and counterfeiting: A case study of the Portuguese market |
title_short |
Luxury brand consumption and counterfeiting: A case study of the Portuguese market |
title_full |
Luxury brand consumption and counterfeiting: A case study of the Portuguese market |
title_fullStr |
Luxury brand consumption and counterfeiting: A case study of the Portuguese market |
title_full_unstemmed |
Luxury brand consumption and counterfeiting: A case study of the Portuguese market |
title_sort |
luxury brand consumption and counterfeiting: a case study of the portuguese market |
publisher |
LLC "CPC "Business Perspectives" |
series |
Innovative Marketing |
issn |
1814-2427 1816-6326 |
publishDate |
2021-07-01 |
description |
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. |
topic |
counterfeiting luxury brands Portugal сonsumers |
url |
https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15330/IM_2021_03_Varela.pdf |
work_keys_str_mv |
AT miguelvarela luxurybrandconsumptionandcounterfeitingacasestudyoftheportuguesemarket AT paulalopes luxurybrandconsumptionandcounterfeitingacasestudyoftheportuguesemarket AT ritamendes luxurybrandconsumptionandcounterfeitingacasestudyoftheportuguesemarket |
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