THE IMPACT OF PERCEIVED COUNTERFEIT LUXURY BRAND PROLIFERATION ON LUXURY BRAND VALUES AND PATRONAGE INTENTION

Purpose - The purpose of this research is to explore the impact of perceived counterfeit proliferation (PCP) on five luxury brand values of an original luxury fashion brand. This research also explores the correlations between luxury brand values and patronage intention. Design/Methodology/Approach - Two hundred and twenty survey questionnaires were collected, and the partial least square structural equation modeling (PLSSEM) technique was used to analyze data. Findings and Implications - The results indicated that PCP has a statistically significant impact on uniqueness value only, while quality, hedonic, conspicuous, and extended-self values are not affected for Southeast Asian consumers. This suggests that a proliferation of counterfeit luxury brands cannot be viewed in the same way as authentic luxury brand proliferation, which tend to have negative impacts on other brand values apart from uniqueness value. On the other hand, the luxury brand values that have significant statistical relationships with patronage intention are quality, hedonic, and extended-self values, suggesting that Southeast Asian consumers mainly base their patronage intention on personal motives rather than on interpersonal motives. Limitations - The only luxury fashion brand studied in this study is Louis Vuitton, which could limit the generalizability of results. Also, the effect of cultural difference was riot explored. It is advisable for future research to explore the moderating effects of culture. Originality - To the best of our knowledge, this research is one of only a few to quantitatively study the effects of PCP on the five dimensions of luxury brand values.