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The results of this study show that consumer perception of counterfeit products has a
negative effect on the brand equity of luxury brands. The impact of counterfeit products
on brand associations of authentic brands (1,4%) and perceived quality (6,8%) is small,
but it’s statistically significant. However, our results don’t indicate that the negative
perception of counterfeit products has an influence on the social status of owning
luxury brands, the demand of luxury products and the ownership of authentic brands. In
other words, there is no evidence of what are the consequences of counterfeit products
on the customer-based brand equity (CBBE) of luxury brands. Furthermore, our
findings show that women and young people (from 18 to 35 years old) are more willing
to buy fake products than men and elderly people (upper than 36 years old).
Nevertheless, we don’t find any relationship between the level of education and the
intention to purchase counterfeit goods. In fact, some people has a high level of
education but they still buy these products.

: luxury brands, counterfeit products, brand Associations, perceived Quality, customer-based brand equity, consumer perception, purchase intention. --- Sciences économiques & de gestion > Marketing