Do counterfeits devalue the ownership of luxury brands?

Abstract

The purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents found luxury products fun and worth the price they paid for them, whether they were original or counterfeit. Almost 30 percent of respondents owned no counterfeits and only original goods. These respondents believed that counterfeits were inferior products and believed that ownership of original luxury products was more prestigious compared to counterfeit luxury goods. Conversely, those who owned more counterfeits had a positive image of them and did not believe these products were inferior. Overall, 70 percent of respondents indicated that the value, satisfaction, and status of original luxury brand names were not decreased by the wide availability of counterfeits. Further, the majority of respondents disagreed that the availability of counterfeits negatively affects their purchase intentions of original luxury brands.

Citation

Nia, A. and Lynne Zaichkowsky, J. (2000), "Do counterfeits devalue the ownership of luxury brands?", Journal of Product & Brand Management, Vol. 9 No. 7, pp. 485-497. https://doi.org/10.1108/10610420010351402