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Are the Impacts of Counterfeit Luxury Goods on Original Luxury Brands Good or Bad in the Chinese Market?

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This study examines the influence of counterfeit luxury goods (CLG) on brand awareness, brand value, and brand loyalty of the authentic luxury brand. The study tests hypotheses using a structural equation model based on survey data from 257 Chinese consumers. The results support the hypotheses regarding the positive impact of CLG purchases on the perceived awareness and value of authentic luxury brands, as well as their negative impact on the authentic product’s brand loyalty. This study extensively probes into the relationship between CLG purchases and authentic luxury brand loyalty—an issue that remains undiscussed in the existing literature

Abstract

This study examines the influence of counterfeit luxury goods (CLG) on brand awareness, brand value, and brand loyalty of the authentic luxury brand. The study tests hypotheses using a structural equation model based on survey data from 257 Chinese consumers. The results support the hypotheses regarding the positive impact of CLG purchases on the perceived awareness and value of authentic luxury brands, as well as their negative impact on the authentic product’s brand loyalty. This study extensively probes into the relationship between CLG purchases and authentic luxury brand loyalty—an issue that remains undiscussed in the existing literature

참고문헌 (42)

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