Luxury brand consumption and counterfeiting: A case study of the Portuguese market

  • Received May 11, 2021;
    Accepted June 22, 2021;
    Published July 28, 2021
  • Author(s)
  • DOI
  • Article Info
    Volume 17 2021, Issue #3, pp. 45-55
  • Cited by
    3 articles

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

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.

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    • Figure 1. Frequency of purchase or receipt as present of luxury products
    • Figure 2. Intention to re-acquire or recommend counterfeit products
    • Table 1. Factors associated with acquiring a luxury brand
    • Table 2. Factors that motivate the acquisition of counterfeit products
    • Table 3. Experience in the acquisition of counterfeit products
    • Table 4. Relationship between experience, intention/recommendation, and ethical/legal issues related to counterfeiting
    • Table A1. Characteristics of a sample
    • Conceptualization
      Miguel Varela, Paula Lopes, Rita Mendes
    • Investigation
      Miguel Varela, Paula Lopes
    • Methodology
      Miguel Varela, Paula Lopes, Rita Mendes
    • Writing – original draft
      Miguel Varela, Rita Mendes
    • Visualization
      Paula Lopes
    • Writing – review & editing
      Paula Lopes
    • Formal Analysis
      Rita Mendes