Effects of counterfeits on the image of luxury brands: An empirical study from the customer perspective

Hieke, Sophie (2010): Effects of counterfeits on the image of luxury brands: An empirical study from the customer perspective. In: Journal of Brand Management, Bd. 18, Nr. 2: S. 159-173

Abstract

In recent years, there has been an enormous theoretical as well as practical debate on concepts of consumer misbehaviour, which also included the purchase of illicit goods. On the basis of theories on the luxury industry, this article develops the hypothesis that counterfeits have a damaging effect on the image of a brand built on exclusivity and speciality. An empirical study undertaken for this purpose reveals that the negative effects predicted in theory do not lead to a significant change in brand image perception. Consequently, it seems that the literature has not been able to cover all aspects of consumer attitude, particularly the emerging facets of counterfeit evaluation. This article concludes with a detailed data analysis and managerial implications for practice.

• Dokumententyp: Zeitschriftenartikel
• Fakultät: Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• ISSN: 1350-231X
• Sprache: Englisch