[논문]The Effect of Counterfeits on the Perceptions toward Luxury Fashion Brands

Lee, Mi-Young

doi:10.5850/jksct.2011.35.12.1466

[국내논문] The Effect of Counterfeits on the Perceptions toward Luxury Fashion Brands 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.35 no.12, 2011년, pp.1466 - 1476

Lee, Mi-Young (Dept. of Fashion Design & Textiles, Inha University)

Abstract ▼ AI-Helper

This study explores if consumer perceptions about genuine luxury fashion merchandise are affected by the presence of counterfeits. A total of 504 consumers participated in an online survey. First, respondents were asked to indicate whether or not they agreed that counterfeits negatively affect genuine luxury fashion brands and to provide reasons for their responses. Approximately 57% replied that counterfeit goods negatively affect the image of genuine luxury fashion brand goods. The main reason mentioned was that counterfeit products damage the producer/copyright holder of genuine products, as well as the national economy; they believed that it damaged the genuine luxury brands' image due to the luxury goods becoming less rare; however, 43% of respondents stated that counterfeits did not negatively affect genuine luxury fashion brands. Thus, counterfeit availability reflects that a brand is renowned and popular in a market where consumers can recognize genuine luxury fashion products from counterfeits. Second, the respondents were asked about specific luxury fashion brands and indicated that seeing counterfeits did not negatively affect genuine luxury fashion brands' value, brand reputation or satisfaction of ownership. The majority of respondents disagreed that the availability of counterfeits negatively affects the value, reputation and satisfaction of owning original luxury brands.

주제어

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문제 정의

This research was intended to determine whether counterfeit goods affected consumers' perceptions' of luxury fashion brands through an online survey.
Thus, the purpose of this research is to explore how counterfeiting of luxury brands affects the consumers' perceptions of luxury brands in Korea.

제안 방법

For questions concerning the impact of counterfeits toward legitimate goods, how exposure to counterfeit goods affected evaluations of legitimate goods was measured by “value of the luxury good,” “reputation of the luxury good,” and “satisfaction of owning the luxury good,” using a 7-point scale (1=much worse than before, 7=much better than before).

대상 데이터

A total of 504 consumers (300 female, 204 male) completed the questionnaire. Detailed information about the samples' demographic characteristics is presented in [Table 1].
The data were collected via an online survey by a research firm. A total of 504 consumers participated in this survey. Previous research (Chang & Lee, 2007) suggested that females tend to have more experience than males, and approximately 40% of general consumers (including both males and females) were counterfeit consumers.
In order to find the luxury fashion brands that were familiar to consumers and to find the luxury fashion brands whose genuine products and counterfeits were both available in the Korean marketplace, preliminary 5 focus group interviews with 35 consumers were conducted. From the preliminary study, the “Chanel” brand was selected for the survey.

이론/모형

Thus, in order to have a wide age range for the sample, quota sampling for gender (male: female=2:3), age (20s:30s:40s=1:1:1), and counterfeit purchase experience (with experience:without experience=3:2) factoring was used. For the data analysis, descriptive statistics, cross-tab, and Logit analyses were used.

성능/효과

52.9% of respondents who actually experience of seeing “Chanel” counterfeits agreed that counterfeits negatively affected the perception of genuine “Chanel” luxury goods, while 61.5% of respondents who did not have no prior experience of seeing “Chanel” counterfeit indicated that counterfeit negatively affected the perception of genuine luxury fashion brand (Table 5).
On the other hand, 43% agreed that counter feits do not negatively affect genuine luxury fashion brands because counterfeit availability is an indicator of “renown and popularity” among consumers.
The main reasons mentioned were that counterfeit products damage the producer/ copyright holders for the genuine products, as well as the country's economy also, counterfeiting damages genuine luxury brands' image due to luxury goods becoming less rare.
One-hundred female consumers (50 counterfeit-item consumers, 50 genuine-item consumers) were asked to evaluate a luxury brand repeatedly before and after exposure to counterfeiting stimuli-a newspaper article of the counterfeiting proliferation of the luxury brand. The study found that the impact of counterfeiting toward luxury brands depends on the types of consumers: counterfeiting has a negative impact on the attitudes of genuine-item consumers, while it has an insignificant impact on that of counterfeit-item consumers. However, since the stimuli used were newspaper articles containing news on counterfeiting proliferation and prosecuting counterfeit offenders, there is the possibility that the responses could have been affected not only by the counterfeiting proliferation, but also by the news of counterfeiting illegality.

후속연구

Although, there is some previous research concerning the effect of counterfeits on genuine luxury brands in Korea, the research findings on the effects of counterfeits regarding genuine brand images are inconsistent, and more research is needed. While women remain the primary luxury market, a new luxury market for men is emerging in Korea, and department stores have designated a special section to cater to their growing needs (“Korea's luxury market”, 2011).

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