Abstract

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.

Highlights

  • Luxury brand counterfeiting continues to grow on a global scale, with financial consequences for brands and the economy in general

  • This paper discusses the trade of counterfeit luxury brands, which has grown at an alarming rate and is becoming a pertinent topic

  • This paper explores the subject of the counterfeit purchase of luxury brands and reasons why Portuguese consumers buy them

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Summary

Introduction

Luxury brand counterfeiting continues to grow on a global scale, with financial consequences for brands and the economy in general. For this to happen, there are two immensely different aspects: on one side, the manufacturers of counterfeit products and the entire distribution chain that makes them reach different countries, and, on the other side, consumers who purchase these products. There are two immensely different aspects: on one side, the manufacturers of counterfeit products and the entire distribution chain that makes them reach different countries, and, on the other side, consumers who purchase these products

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