L'influence des produits de luxe contrefaits sur la perception des consommateurs marocains dans le domaine du prêt-à-porter

Abstract

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.