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Marketing Analysis: The influence of counterfeit products on the performance of luxury brands
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Resumo(s)
Counterfeit products pose a persistent challenge to the performance of luxury brands, affecting consumer behavior and brand reputation. This thesis examines the impact of counterfeiting at the marketing level on luxury brands and assesses consumer perceptions and brand protection strategies. An online survey was used to analyze various aspects of consumer behavior, the impact on customers and the effectiveness of brand protection.
The results showed that consumers cited lower prices as the main motive for buying counterfeits and that the perception of product quality was different for those who had bought counterfeit luxury goods compared to those who had not. Interestingly, the presence of counterfeit products had no significant impact on participants' propensity to recommend authentic luxury brands to others, potentially protecting brand loyalty. However, the presence of counterfeit products did not significantly affect perceptions of the exclusivity, prestige or trustworthiness of luxury brands. We also identified another major issue in relation to brand protection strategies.
The limitations relate to the sample size and format of the online survey, indicating possible bias. Future research could adopt a mixed methods approach to deepen the findings and broaden understanding in this area. Overall, this study enriches the discourse on the multifaceted impact of counterfeiting on luxury brands, challenges assumptions and highlights the need for a holistic approach to brand protection.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Counterfeit Products Luxury Brands Consumer Behavior Counterfeiting Brand Protection Strategies Marketing Impact SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption