Luxury brand consumption and counterfeiting: A case study of the Portuguese market

Varela, Miguel; Lopes, Pedro E. M.; Mendes, Rita

doi:10.21511/im.17(3).2021.04

Cited by 6 publications

(6 citation statements)

References 30 publications

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“…Cosmetics are being produced through illegal local industries, which are spreading all over the country (Varela, Lopes, & Mendes, 2021). Producers use the same bottle version containing elements that seem identical to the original.…”

Section: How Copy Is Taking Place In Bangladeshmentioning

confidence: 99%

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Trending copy culture of Bangladesh: Brand product perspective

Tanha,

Sabahel,

Amin

et al. 2023

Annals of Management and Organization Research

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Purpose: This study aims to reveal the copy culture of Bangladesh. Research methodology: Qualitative research was designed for this study, and an ethnographic approach was used for data collection along with in-depth interviews with copy brand users. The judgmental and snowball sampling methods were used in this study. Semi-structured questionnaires and mostly open-ended questions were designed based on the objectives of this study. Results: The findings were analyzed under three main themes: Copying Us or copying them, Consumer Subjectivity as individuals, and Fragmented Authenticity. Limitations: Due to financial and time constraints, this research focused only on the capital city of Dhaka. In the case of broader research, this study can be analyzed in other regions of the country, which will provide a wide range of information regarding copy-culture attitudes. Contribution: In Bangladesh, people follow foreign trends and famous people’s lifestyles through copy brands. This study defines how and why copying culture encourages people to purchase from the local market. The reason that allures customers to buy replicate products is the availability and affordable price of the product, which is at a time creatively designed likely to match the original version. Novelty: This study can help others to take decisions based on the findings on copy culture.

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Section: How Copy Is Taking Place In Bangladeshmentioning

confidence: 99%

“…However, the shortage of money drives them toward co-creation under the counterfeit brand. Varela et al (2021) explained in their theory that the development of the world will make a distinction between classes towards the acquisition of property. This property has now become the most easily recognized evidence of a reputable degree of success.…”

Section: Phasementioning

confidence: 99%

Trending copy culture of Bangladesh: Brand product perspective

Tanha,

Sabahel,

Amin

et al. 2023

Annals of Management and Organization Research

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“…The footwear industry presents a compelling context for examining masstige marketing, given the diverse range of brands that cater to distinct market segments. Bata, Adidas, Nike, and Puma are notable contenders in the Indian footwear industry, each with distinct positioning and marketing strategies (Varela et al, 2021). Bata, a globally recognized brand, has effectively established itself as a mass-market footwear brand that provides Volume 2 Issue 2 April -June 2023 high-quality products at reasonable prices.…”

Section: Masstige and Footwear Industrymentioning

confidence: 99%

Estimation and Comparison of Masstige Value of Renowned Footwear Brands Using MMS Scale

Chaurasia,

Singh,

Kumar

2023

IJMPR

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The purpose of this conceptual paper is to assess and compare the masstige value of popular footwear brands, namely Bata, Adidas, Nike, and Puma, using the Masstige Mean Score Scale (MMSS) developed by Paul (2015). The study aims to determine which brand has successfully established a "top-of-mind" position based on mass prestige and the effectiveness of their masstige marketing strategy. Additionally, the paper examines the differences in masstige perception based on age, income, and gender among consumers. The research design involves the collection of primary data through questionnaires distributed to 205 Millennials and Generation Z consumers residing in different Indian states. The findings reveal that Adidas, a German brand, scores the highest in masstige value compared to Puma, Nike, and Bata. In addition, gender, income, and age significantly influence brand masstige, brand perception, and the propensity to pay premium prices for footwear brands. Therefore, the study provides valuable insights for footwear manufacturers to devise effective marketing strategies and tactics to enhance their sales in the Indian market.

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“…The study of Varela, Lopes, and Mendes (2021) on the Portuguese market shows that bags, watches, and clothes are the three most popular counterfeit products from Nike, Ray-Ban, and Louis Vuitton. According to Varela et al (2021), street vendors (28%) and online retailers (26%) sell these products the most.…”

Section: Counterfeit Consumptionmentioning

confidence: 99%

Self and counterfeit consumption in emerging markets

Tanha,

Mahumd,

Sultana

et al. 2023

AMOR

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urpose: This research has focused on independent and interdependent self-concepts of fake self & pretentious consumption in counterfeit consumption. In this research role of self in the case of fake consumption in the emerging market of Bangladesh has been revealed Research methodology: For this study, qualitative research has been undertaken. Ethnographic and netnographic approaches have been used. Twenty in-depth interviews were conducted with the participants. The participants were approximately equal as far as gender was concerned. The participants were between 20-35 years old; 80% were students, and 20% were employed. The snowball sampling technique was used for sample selection. Participants were selected for the final interview after the initial screening to know the pattern of their behavior, preferences, and experience with counterfeit & luxury brands. The Facebook profiles of these participants were studied to find photos, posts, shares, and preferences for counterfeit and luxury brands. Results: The results reveal that consumers feel their missing self, which means they understand they don't have appropriate possessions, and the extended self means a self that is created by external objects, some particular possessions considered as a part of them. As a result, they try to show their imaginary self, which means they try to copy others, but when they fail, they start to show their fake self through counterfeit consumption. Limitations: The research is conducted within Bangladesh only. Contribution: This research has focused on the patrons of the emerging market of Bangladesh. Findings have been revealed through a projective technique using word and picture associations. The iterative hermeneutic method has been used for data analysis. The research results conclude that variation in self affects the inauthentic consumption behaviors of patrons in the emerging market of Bangladesh.

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Luxury brand consumption and counterfeiting: A case study of the Portuguese market

Cited by 6 publications

References 30 publications

Trending copy culture of Bangladesh: Brand product perspective

Trending copy culture of Bangladesh: Brand product perspective

Estimation and Comparison of Masstige Value of Renowned Footwear Brands Using MMS Scale

Self and counterfeit consumption in emerging markets

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