Effects of Counterfeit Products on Original Product Brand Image : Case Study
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Added on 2020-01-07
Effects of Counterfeit Products on Original Product Brand Image : Case Study
Added on 2020-01-07
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A study on the effects ofcounterfeit products onoriginal product brandimage. A case study onLouis Vuitton
AcknowledgementCompletion of entire study is not possible without the immense support ofmentor. Thus, I want to impart my sincere thanks to my mentor who rendered meextensive support for the completion of data collection procedure. Also, I wouldlike to say thanks to my friends who supported me in organizing the interviewprocedure. Therefore, successful completion of my entire study goes to my mentor.
AbstractFrom the overall dissertation it can be evaluated that counterfeiting productsare considered as unauthorized or fake products that replicates the real or originalproducts offered by companies in regard to take benefit of superior value throughimitating the original product. However, business is focused upon producingluxurious, fashionable and designer quality products in order to fulfil theexpectation of consumers. Also, if could be assessed that there are variousmediums through which businesses sale their products such as online medium,boutiques and departmental stores. However, management of such businesses arefacing challenge of counterfeiting within fashion brand. It could also be identifiedthat corporation needs to follow the right kind of strategies to attract morecustomers. In addition to this, counterfeit products are mostly offered on the socialmedia under which management can effectively focus on the customers who areswitching towards the brand.
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................11.1 Background of study.........................................................................................................11.2 Problem statement............................................................................................................31.3 Research aim....................................................................................................................41.4 Research objectives..........................................................................................................41.5 Research questions...........................................................................................................51.6 Significance of study........................................................................................................51.7 Dissertation structure........................................................................................................6CHAPTER 2: LITERATURE REVIEW.........................................................................................12.1 Introduction......................................................................................................................12.2 Original brand consumers perceptions on counterfeit......................................................12.3 Different factors affecting for positive and negative brand image...................................32.4 Effects of counterfeit Louis Vuitton products on original Louis Vuitton products brandimage......................................................................................................................................6CHAPTER 3: RESEARCH METHODOLOGY.............................................................................93.1 Introduction......................................................................................................................93.2 Type of investigation........................................................................................................93.3 Research design................................................................................................................93.4 Research approach..........................................................................................................103.5 Research philosophy.......................................................................................................103.6 Data collection................................................................................................................113.7 Sampling design.............................................................................................................113.8 Data analysis...................................................................................................................123.9 Research limitation and ethical consideration................................................................12CHAPTER 4: DATA ANALYSIS................................................................................................144.1 Introduction....................................................................................................................144.2 Thematic analysis...........................................................................................................14CHAPTER 5: CONCLUSION & RECOMMENDATION...........................................................235.1 Conclusion......................................................................................................................23
5.2 Recommendations..........................................................................................................26REFERENCES..............................................................................................................................29Justification of questionnaire:...............................................................................................34
Title- A study on the effects of counterfeit products on original products brand image- a casestudy on Louis Vuitton.CHAPTER 1: INTRODUCTION1.1 Background of studyIn the current era of globalization, it has been evident that there has been change in thetaste and preferences of consumers, lifestyle and attitude and therefore, business needs to bringchange in their products or services so that target customers could be attracted. Businesses arefocusing upon producing fashionable and designer products in appropriate range so that needsand wants of customers could be satisfied (Dégardin, Roggo and Margot, 2014). Throughimproving the growing age of fashion industry, there are various customers who are demandingcommodities in regard to create and build a unique identity in market. Hence, the term fashioninvolves various products or service which is required by an individual in order to fulfil theirexpectations. In past time, fashion was considered as the only means of consists of essentialthings that give any type of reference to the individual dressing sense. While, as compared to thisin current modern world, businesses are focusing upon dress, attire and wearing sense ofconsumers. Thus, it helps in becoming an essential part in individual's life and thus it helps themto allow individual to create a unique image in the society (Kelesidis and Falagas, 2015).In the present study, counterfeiting products are considered as unauthorized or fakeproducts that replicates the real or original products offered by companies in regard to takebenefit of superior value through imitating the original product. However, business is focusedupon producing luxurious, fashionable and designer quality products in order to fulfil theexpectation of consumers. But there are certain businesses who launch the replicate products ofthe luxurious brands at low prices and thus it damages the brand image of firm in market.However, through introducing counterfeiting products it impacts upon the original products andaffects the business image (Agarwal and Panwar, 2015). Through developing Information and Communication Technology (ICT), problem ofcounterfeiting products has been increased within the luxury brand market. Louis Vuitton is aleading luxurious fashion company and provide wide range of products such as clothes, shoes,accessories, jewellery, books etc. (Bortolini and et. al., 2015). Cited firm aim delivering theircustomers with high quality products. It was founded in the year 1858 by Louis Vuitton.1
Currently, there have established their business in 50 countries and holds up to 460 storesworldwide. There are various medium through which businesses sale their products such asonline medium, boutiques and departmental stores. However, management of such businessesare facing challenge of counterfeiting for the fashion brand companies such as Louis Vuitton. Ithas been identified that in the late 1970's counterfeiting of the products and services withdrewthe luxury brands completely from the market. It is because it affects the fashion industry thatresults in obtaining significant loss of revenues, profitability and competitive strength andreputation as well. Due to globalization, there are several challenges being faced by fashioncompanies as majority of the suppliers products were founded fake, replicas, or counterfield.Thus, here the focus of carrying out study is to assess the effect of counterfield products uponluxury brand (Jalili and et. al., 2015). Counterfeit products has high negative impact over the brand, when customers does notproper information, then they buy counterfeit products. This way the quality will not be same asthe original product. Customers after making use of the product develop negative image and theyprefer not make purchases of the products that is delivered by cited firm. Counterfeit products are most commonly known as fake products are affected the luxuryimage of brand in market. However, the products look like same as the original products,therefore, consumers purchase them and thus it affects the brand image of business. Mainproblem is the impact of counterfeit goods on brand reputation is both a social and economicissue. Through, replicating the luxury products which are being sold as through they wereoriginal and imitating such products affect the luxury image in market. Counterfeiting is alsotermed as a criminal activity in which branded products are imitated by people and thus it isaffecting the image of brand among consumers (Francis, Burgess and Lu, 2015).However, counterfeiting product is the challenge to brand owners and manufacturers assuch product impact upon the brand image of firm in market. Therefore, it is essential forbusinesses to identify the original product and its effect upon the sale of business. However,businesses who are focusing upon knockoffs or fakes are imitating the products offered by brandand thus it affects the brand owners (Dégardin, Roggo and Margot, 2014). Since, they are madein such a way so that it looks like original and no individual could distinguish the genuineproduct from the counterfeit thereby it affects the brand reputation in market. Here, the mainproblem is that brand owner devote their majority of the time in designing the product and then2
build their reputation so that they make huge investment within the market. Thus, the companiesthat counterfeit such products affects the interests of consumers and therefore, it is essential forthem to identify the difference between original and imitation. The main impact of counterfeitproducts upon brand reputation is both in relation to social and economic. Where counterfeitluxury products are being sold as they are original and thus brand being initiated risks losing itsluxury status and thus decreases revenue of firm (Kelesidis and Falagas, 2015). Further, it is being difficult to understand that counterfeit products impacts upon thebrand image and thus it is considered as a criminal activity. Therefore, it is essential for brandowners to identify the ability to create value in their products through utilising intell propertyrights. Thus, through using the law as the tool against counterfeiters to enforce their rights intheir products, logo, design, inventions and brands (Michaelidou and Christodoulides, 2011).However, within UK such rights fall into two different categories i.e. registered and unregisteredrights. Thus, it helps in overcoming the issues of counterfeit products and thus do not affect thebrand image of firm in market. Additionally, brand owners requires educating their customers and thus detect theconsumers who are purchasing counterfeit products as they will know the drawbacks ofcounterfeited products and thus identify them so that consumers could be made aware about suchproducts and thus increase the power of brand in regard to attain high profitability. In recentstudy, businesses are required to identify consumer behaviour and thus identify their needs sothat desired results could be attained (Stumpf, Chaudhry and Perretta, 2011). It has been assessedthat main harmful effects of counterfeit upon luxury products results in negatively affectsconsumers image and thus influence the product quality so that it creates negative impact uponthe brand image of firm in market. Product counterfeiting is considered as one of the mostrelevant issues faced by organizations. Therefore, it is essential for them to produce luxuryproducts in market and thus influence buyers to identify the difference between luxury andcounterfeit products. Thus, business need to evaluate its competitors and therefore, it issignificant so them to assess the image of customers in regard to identify the non users and usersso that business brand equity could be improved. 1.2 Problem statementIn the present study the main problem identified is counterfeiting that affects theluxurious brand image like Louis Vuitto and also affects brand owners because they devote3
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