An Investigation of Consumer Sentiments Regarding Counterfeit Luxury Apparel and Personal Electronics Goods

The purpose of this study was to investigate the sentiments consumers have towards counterfeit luxury apparel and personal electronics goods. The findings suggest that luxury fashion goods face greater risk of counterfeiting than personal electronic devices. Consumption of counterfeit goods was found to be primarily based on the consumers' general posture towards counterfeit goods and the risks associated with the consumption. Organizations that own luxury brands can utilize this research to evaluate the level of counterfeit risk they face and to gain insight on the behavioral intentions of consumers. These insights could be used proactively to address the counterfeit market in an effort to control brand erosion.