The impact of counterfeit luxury bags on attitudes and perceptions of Belgian consumers

Abstract

Given the booming of counterfeit market and the rise of counterfeit luxury items in fashion accessories, luxury brands are currently facing the negative effects of counterfeit products. This phenomenon, which has always been present, has a significant economic and social impact on brands and consumers. This thesis involves research to understand how counterfeiting impacts Belgian consumer attitudes and perceptions, specifically by focusing on counterfeit luxury bags. The latter is a category that has not yet been addressed in Belgium to our knowledge. To carry out this study, in-depth interviews were conducted with the help of an interview guide developed on the basis of determinants of attitudes and perceptions from previous papers. Overall, 10 people were probed, including 5 who owned a counterfeit bag and 5 with a genuine bag. The analysis of the results revealed that Belgian consumers perceived quality and price of counterfeit bags as lower and cheaper than authentic and brings them fun. They also believe counterfeit bags are illegal and unethical. Moreover, counterfeit bags affect the consumers’ image negatively; however, it does not devalue their social status. Finally, they do not perceive counterfeit bags as the damage of the brand image but more as a source of advertising for the brand. These findings provide managerial and theoretical implications accordingly as well as directions for future research.