Effects of Counterfeit Products on Luxury Brands

This research focuses on the effects of counterfeit products on luxury brands, specifically using Louis Vuitton as a case study. It aims to determine the impact of counterfeiting on brand performance and explore potential solutions. The study highlights the problem of counterfeits attracting customers who seek recognition and class, affecting the brand image and customer relations. It suggests strategies such as educating customers about the differences between original and counterfeit products, increasing global visibility through online channels, and making changes in products and services to differentiate from counterfeits.

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Stage 1 Research Ethics Application Form
Section 1: Details of the Researcher and their Research
N.B. If you are conducting research that involves ‘animals (dead or
alive) and significant habitats’, please use the Stage 1 Research Ethics
Application Form involving Animals and Habitats
Applicants carrying out research with children or vulnerable adults may also
need to carry out an online Safeguarding course and submit the pass
certificate with their ethics application. Please refer to the Question
Specific Advice for the Stage 1 Research Ethics Application Form at the
above weblink.
Researcher details
First name Insert first name
Family name Insert surname
School/Faculty Faculty of Business & Law – School of Management (MET)
Students (including staff proposing
research on a course/programme)
Your SID Insert student identification number
Your course/programme title Masters of Business Administration
Name of your First Supervisor (for
PGR) or Supervisor (for UG and
Insert name of Supervisor
Research details
Title of your research project
N.B. For UG/PGT students, this is
not the title of your research
module
An investigation on the effects of counterfeit products on luxury
brands. A case study on Louis Vuitton.
Name and institutional affiliation of
any research collaborators
n/a

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Date of application Insert date
Start date of proposed research Insert date
Brief Project Summary (up to
700 words) Please summarise your
research in non-specialist language.
Please describe where relevant:
Methodology (please
describe what you plan to
do as opposed to providing
a background in your
chosen methodology)
Theoretical approaches
Research questions
Details of participant
population (recruitment,
inclusion and exclusion
criteria
Main purpose of the research is to achieve the objective of the
research i.e. An investigation on the effects of counterfeit products
on luxury brands.
Problem Statement - To determine the effects of
counterfeit products on luxury brands and potential solutions to
improve brand performance.
Counterfeiting is affecting the markets of luxury brands like
Louis Vuitton which is a luxury brand for products like bags for
males and females and it was founded in 1854 in Paris. It is the
illegal activity to counterfeit which is impacting profits of the large
companies. The counterfeits are attracting customers who purchase
the products for recognition and they want to express their class so
that they are accepted and get popular. The counterfeits of Louis
Vuitton are making the luxury products affordable to customers and
it is affecting the brand image.
The brand is getting affected because customers feel that the
quality of the products is decreased and it is available to anyone.
Their target segment is upper class customers who can afford
luxury products and purchase from the brands who have higher
prices and the best quality (Mothersbaugh and Hawkins, 2016). It is
affecting Louis Vuitton volume growth because they are investing
in increasing their popularity and wants to reduce the accessibility
of products to make it prestige and important for customers who are
purchasing it.
The customer relations with Louis Vuitton are affected
because customers are not getting attention and it is difficult to
make the difference between the original and counterfeit products.
The problem with counterfeit is they are reducing the prices to
increase sale, they are damaging the name of the brand, impacting
the long term relationship with customers (Bang, Joshi and Singh,
2016) the branding are spending time and money and making
strategies to increase the sales which is getting affected.
There are many solutions to counterfeit because they are
impacting Louis Vuitton and they should make customers get the
knowledge of the difference between original products and
counterfeits. They should give the global visibility to customers by
operating through online channels in many countries through their
official sites. It will increase the sales of products of Louis Vuitton
and they will control the marketing strategies. The demand and
supply can be monitored and the they can maximize profits
(Alqahtani and Gupta, 2017).
They should make the changes in products and services of
Louis Vuitton and make different strategies to increase the sales of
products which will make it difficult and costly for counterfeits.
The brand will be effective in understanding the needs of customer
better than counterfeits so they should make strategies which
cannot be achieved by counterfeits. The customers can be made
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informed and they should understand the risks on buying from the
stores which are not selling original products (Saif, 2015). The
brand can give prize to customers who will inform them the sellers
and informs the benefits of original brands. The customers should
be given benefits with their products like membership cards, gifts,
etc. which will help them in increasing trust and maintaining long
term relationship with customers which will help in increasing
profits of the organisation.
A case study on Louis Vuitton. In the Introduction section of the
research information highlights the background about the topic of
the study and also reason for selecting the same topic to conduct
the study. To achieve the objective of research Literature review
has been done. Literature review used to describe the point of view
of different author regarding the topic of the research. After that
study highlights the methodology in which researcher has taken
help of Qualitative research. Inductive approach and interpretivism
philosophy to find out the outcome of the research. For conducting
the research, the researcher will make use of the secondary data.
The major reason underlying this fact is that the secondary research
includes the analysis of the published data and sources and these
have been already used in some other researches as well. This
methodology has helped the researcher in achieving the objective
of the research in the better and efficient way. To find out the
outcome of the study, researcher has evaluated the outcome of the
survey and linked it with the Secondary data to find out the solution
of the question, to determine the effects of counterfeit products on
luxury brands and potential solutions to improve brand
performance. Looking at the outcome of the research it can be said
that objective of the research had been achieved significantly.
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Please explain the potential value
of your research to society and/or
the economy and its potential to
improve knowledge and
understanding.
This research will bring the variety of the value for the society, as
with the help of this research society will able to find out the
solution of the trending issue in the society. Loius Vuitton
management in the market will find it easy to make the decision in
the organization, as outcome of the research will help the Loius in
enhancing the level of the planning which generally used to take
place in the organization in a long run. This research has also
helped the researcher in improving the level of knowledge about
the topic of the study and the way study can be carried out. This
will ultimately help the researcher at the time of conducting any
such type of the research for same or the other client in the future.
This study will also prove very crucial for the other researcher in
the market as well. It was identified that these research will form a
suitable basis for them and on the basis of the same they can
conduct future research in the coming future. This research will
also contribute very positively toward the formation of the policy in
the organization. This will help organization in forming different
policy in the efficient way.
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Section 2: Research Ethics Checklist (Refer to Section 3 for
an explanation of the colour coding.)
N.B. If you are conducting research that involves ‘animals and
significant habitats’, please use the Stage 1 Research Ethics
Application Form involving Animals and Habitats
You must provide a response to ALL questions. Please refer to the Question Specific
Advice for completing the Stage 1 Research Ethics Application Form for guidance.
Will your r esearch (delete
as appropriate):1 Involve human participants? NO
2 Utilise data that is not publicly available? NO
3 Create a risk that individuals and/or organisations could be identified in the outputs? NO
4 Involve participants whose responses could be influenced by your relationship with
them or by any perceived, or real, conflicts of interest?
NO
5 Involve the co-operation of a ‘gatekeeper’ to gain access to participants? NO
6 Offer financial or other forms of incentives to participants? NO
7 Involve the possibility that any incidental health issues relating to participants could be
identified?
NO
8 Involve the discussion of topics that participants may find distressing? NO
9 Take place outside of the country where you work and/or are enrolled to study? NO
10 Cause a negative impact on the environment (over and above that of normal daily
activity)?
NO
11 Involve genetic modification of human tissue or use of genetically modified organisms
classified as Class One activities?1.
NO
12 Involve genetic modification of human tissue or use of genetically modified organisms
above Class One activities?2.
NO
13 Collect, use or store any human tissue or DNA (including but not limited to, serum,
plasma, organs, saliva, urine, hair and nails)?3
NO
14 Involve medical research with humans, including clinical trials or medical devices? NO
15 Involve the administration of drugs, placebos or other substances (e.g. food, vitamins) to
humans?
NO
1
? for further information.
2 As above.
2
3 ? For any research involving human material you must contact for further guidance on how to proceed.
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16 Cause (or have the potential to cause) pain, physical or psychological harm or negative
consequences to humans?
NO
17 Involve the collection of data without the consent of participants, or other forms of
deception?
NO
18 Involve interventions with people aged 16 years of age and under? NO
19 Relate to military sites, personnel, equipment, or the defence industry? NO
20 Risk damage/disturbance to culturally, spiritually or historically significant
artefacts/places, or human remains?
NO
21 Contain research methodologies you, or members of your team, require training to carry
out?
NO
22 Involve access to, or use (including internet use) of, material covered by the Counter
Terrorism and Security Act (2015), or the Terrorism Act (2006), or which could be
classified as security sensitive?4
NO
23 Risk being construed as encouraging terrorism or inviting support for proscribed
organisations and/or contain extremist views that risk drawing people into terrorism or
are shared by extremist groups
NO
24 Involve you or participants in a) activities which may be illegal and/or b) the
observation, handling or storage (including export) of information or material which
may be regarded as illegal?
NO
25 Does your research involve the NHS (require Health Research Authority and/or NHS
REC and NHS R&D Office cost and capacity checks)?
NO
26 Require ethical approval from any recognised external agencies (Social Care,
Ministry of Justice, Ministry of Defence)?
NO
27 Involve individuals aged 16 years of age and over who lack ‘capacity to consent’ and
therefore fall under the Mental Capacity Act (2005)?
NO
28 Involve processing special category data5 and/or intend to recruit 100 or over
participants? (only answer if your research involves the EEA – see Section 5 for
further information).
NO
29 Pose any ethical issue not covered elsewhere in this checklist (excluding issues
relating to animals and significant habitats which are dealt with in a separate form)?
NO
Please note that the Faculty Research Ethics Panel (FREP) will refer to the Office of the Secretary
and Clerk any application where, in the view of the Chair, the proposed research poses a risk of a
4 ? The Counter Terrorism and Security Act (2015) and Terrorism Act (2006) outlaws web posting of material that encourages or
endorses terrorist acts, even terrorist acts that have occurred in the past. Sections of the Terrorism Act also create a risk of prosecution
for those who transmit material of this nature, including transmitting the material electronically. The storage of such material on a
computer can, if discovered, prompt a police investigation. Visits to websites related to terrorism and the downloading of material issued
by terrorist groups (even from open-access sites) may be subject to monitoring by the police. Storage of this material for research
purposes may also be subject to monitoring by the police. Therefore, research relating to terrorism, or any other research that could be
classified as security-sensitive (for example, Ministry of Defence-commissioned work on military equipment, IT encryption design for
public bodies or businesses) needs special treatment. If you have any doubts about whether your research could be classified as
security-sensitive, please speak to your FREP Chair.
5 ? Special category data is defined as personal data which reveals racial or ethnic origin, political opinions, religious or
philosophical beliefs, or trade union membership, and the processing of genetic data, biometric data for the purpose of uniquely
identifying a person, and data concerning health or data concerning a person’s sex life or sexual orientation.
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legal or security related nature to Anglia Ruskin University. The Chair will seek guidance from the
Secretary and Clerk before the FREP decides if the proposed research can be granted ethical
approval and/or the nature of any special arrangements which need to be put in place.
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Section 3: Approval process
All student applications must be sent to your Supervisor for checking.
Your Supervisor must then forward the application to the SREP/FREP (as appropriate)
FREP = Faculty Research Ethics Panel
SREP = School Research Ethics Panel
NO answered to all
questions
Risk category Green
Complete Section 6 of this form
and then send it to your SREP.
You do not require ethical approval from
a committee.
You can start your research
immediately.
YES to any of Questions
1-11 and/or 29 but NO to
all other questions
Risk category Yellow
Complete Section 4 -6 of this form and
submit it, and the Participant Information
Sheet (PIS) and Participant Consent Form
(PCF), to your SREP. Your faculty may
require further documents.
You need to wait for ethical approval before
you start your research.
YES to any of Questions
12-24
Risk Category Red
Complete Section 5 and 6 of this form and
complete the Stage 2 Approval form. Submit
both, and any other documents required, to
your FREP.
If you answered YES to Question 23
you must also complete and submit
for consideration by the committee
the Stage 3 Approval form.
You need to wait for ethical approval before
you start your research.
YES to any of
Questions 25-27
Risk Category Purple
Yes to Question 28
Risk Category Blue
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You need
external
approval(s)
which, if granted,
may be regarded
as equivalent to
approval from an
Anglia Ruskin
ethics
committee.
Refer to the
Question Specific
Advice for the
Stage 1 Research
Ethics Application
Form and Code
of Practice for
Applying for
Ethical Approval
for further
information
You need to
wait for ethical
and/or
governance
approval before
you start your
research.
You must also
complete the
Special Category
Data Questions
and submit
these with your
application (see
Section 5).
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Section 4: Project details
Management of Ethical Risk
For each of Questions 1-11 and Question 29, where you have responded ‘Yes’, please explain for the
panel how you justify and will manage the ethical risk created.
Not applicable. All answered ‘No’.
Section 5: Data Protection
If your research involves personal data and will be in the European Economic Area (EEA), involve transferring
data in or out of the EEA (the EEA includes EU member states and also Iceland, Liechtenstein and Norway)
or accessing.
You must complete the Research Checklist for Data Protection and confirm that you have done this in Section 6.
If you have said ‘yes’ to Question 28, you must also complete the Further Data Protection Questions and follow further
instructions if applicable. You need to submit this document with your ethics application.
If your research will not involve the EEA, you need to confirm in Section 6 that you will comply with the data legislation
relating to the country you are carrying research out in or transferring data in or out of.
Section 6: Confirmation/Declaration statements
Confirmation Statements (delete as appropriate)
1 I have completed the relevant training in research ethics.6 Yes
2 I have consulted the Research Ethics Policy and the relevant sections of the Code of Practice for
Applying for Ethical Approval, available at.
Yes
6
? Where required, UG or PGT students must submit confirmation with this form that they have passed the on-line ethics training. Some
courses have exemption from this requirement. Please check with your supervisor.

3 I have completed a Risk Assessment (Health and Safety) and had it approved by the appropriate person.7 Not applicable
4 Either
I have reviewed the Research Checklist for Data Protection and comply with its requirements. If I needed
to complete the Further Data Protection Questions, I obtained advice from our Data Protection Officer if
any of my responses were ‘no’ and submit the correspondence with this ethics application.
Or for research that does not involve the EEA, I will comply with any data protection legislation of the
country or countries that my research will involve.
Yes
5 For research funded externally where the funding was acquired via Anglia Ruskin, I have
completed a Project Risk Assessment.8
Not applicable
6 I have attached my confirmation of passing a Safeguarding course. Not applicable
7 If my research project involves a contract between Anglia Ruskin University and an external
party, I have had the contract approved by the Secretary and Clerks Office9
Not applicable
Applicant Declaration
By sending this form from my Anglia Ruskin e-mail account, I confirm that I will undertake the research as detailed here. I
understand that I must abide by the terms of my ethical approval and that I may not amend the research without further ethical
approval. I also confirm that the research will comply with all Anglia Ruskin ethical guidance, all relevant legislation and any
relevant professional or funding body ethical guidance.
Supervisor/First Supervisor Declaration
By sending this form from my Anglia e-mail account, I confirm the statements in the Applicant Declaration and that I will
supervise the research as detailed in the application.
Thank you for completing the Stage 1 Research Ethics Application Form.
Please submit it as follows:
Staff Researchers: Send form directly to the relevant committee.
Student Researchers (including staff carrying out research in a student capacity): Send form to
Supervisor/First Supervisor.
Supervisor/First Supervisor: Check application and forward to the relevant committee.
For FREP/SREP details please visit the Ethics website: On this page you will also find links to each
Faculty’s website where more information on SREPS can be found.
7 ? For research conducted at, go to for the relevant guidance. Students at other institutions must follow local processes.
8 ? For details go to
9 ? For details go to

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