Counterfeiting: Friend or Foe of Luxury Brands? An Examination of Chinese Consumers’ Attitudes Toward Counterfeit Luxury Brands

Journal of Global Marketing, 2013

Posted: 11 Feb 2017 Last revised: 12 Jul 2018

Date Written: February 4, 2013

Abstract

While the Chinese luxury industry is enjoying rapid growth, the market for counterfeit luxury brands is growing equally fast. There are contradictory views regarding the role counterfeit luxury brands play in the marketplace. Luxury brand owners denounce counterfeit luxury products for harming the reputation of luxury brands and reducing their profitability. Others believe that the availability of counterfeit luxury products may help increase the brand awareness of luxury names and thereby make authentic products more sought after. In this study, we examine the impact of counterfeit luxury products from the consumers’ standpoint. Specifically, the authors investigate whether and how Chinese consumers with different luxury consumption experiences view counterfeit luxury products differently. The study contributes to a better understanding of Chinese consumers’ attitudes toward counterfeit luxury products and thus helps marketers and policymakers develop more effective strategies for dealing with the issue.

Keywords: Brand, consumer behavior, counterfeits, global brand, luxury goods

Suggested Citation

Wang, Ying and Song, Yiping, Counterfeiting: Friend or Foe of Luxury Brands? An Examination of Chinese Consumers’ Attitudes Toward Counterfeit Luxury Brands (February 4, 2013). Journal of Global Marketing, 2013, Available at SSRN: https://ssrn.com/abstract=2911703

Ying Wang

Independent ( email )

Yiping Song (Contact Author)

NEOMA Business School ( email )

59 rue Pierre Taittinger
Reims, 51061
France

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