IP Outreach Research > IP Crime
Reference
| Title: | Do counterfeits devalue the ownership of luxury brands? |
| Author: | Arghavan Nia and Judith Lynne Zaichkowsky [Simon Fraser University] |
| Source: | The Journal of Product and Brand Management 9, no. 7: 485-497 |
| Year: | 2000 |
Details
| Subject/Type: | Counterfeiting |
| Focus: | Apparel and Shoes, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Fashion Accessories, Luxury Goods |
| Country/Territory: | Canada |
| Objective: | To explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. |
| Sample: | 69 consumers |
| Methodology: | Questionnaires distributed in stores at an upscale shopping centre |
Main Findings
Found that, in general, the availability of counterfeits does not devalue the sense of ownership of luxury items. Consumers with a highly positive image of original products tend to view counterfeits as inferior, and those who did not own any counterfeits (33%) had an even more negative opinion of fakes.
58% did not believe that the availability of fakes decreased the demand for original luxury goods. 69% did not feel that the value, satisfaction and status of the original goods were jeopardised by the availability of fakes. 58% denied that they would purchase more original luxury goods if there were less counterfeits available. Suggest that marketers should focus on the exclusivity and superiority of their luxury brands.
[Date Added: Aug 12, 2008 ]