the title is Customer Perception over Counterfeit and Luxury Brands.I need more information about Counterfeit bags. around 100 words
20160913052531luxury_brands_.docx
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Luxury Brands: What They Mean to Society
Introduction
When it comes to a luxury brand it is a thing that equals wealth. If a brand is called a luxury
brand it is one that is of amazing quality, and cost more than other brands. There is also a reputation
that people have that the brand is also a status symbol. When a brand enters into the category of
luxury, it allows the person who has the item to feel more powerful and more beautiful than those
around them (Veblen, 2000). This essay is going to look at the ways that luxury brands effect the
people and why there is such a desire for them.
When it comes to luxury brands they are generally more important to women than men.
According to the authors Alessandro Brun and Cecilia Castelli, it is clear that the luxury brand
represents an elite lifestyle that everyone wants (Brun, & Castelli, 2013). The luxury brands drive
the lives of many of the men and women, and they are a way that they feel more dominant than
other people around them. Luxury brands also eat up savings and mean that many people are in
debt and living out of their lifestyles.
According to Kapferer and Pierre, the number of products on the market continues to grow
but they still are very desirable. The highest price is the most sought after brand by many (Farrell,
& Tammy, 2013). Most of the people who are seeking these brands are seeking the lifestyles that
are associated with them (Kapferer, & Florence, 2016).
There are many women who buy the brands to fulfill their dreams. Owning these brands
but not having the means to have them every day can have negative psychological effects on people
who own them (Hieke, 2010).
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According to Melica Husic and Muris Cicic, people who buy these brands are looking to
define their lives and to show their own prestige (Husic, & Cicic, 2009). Using and consuming
luxury brands is about the feeling that it leaves on others and not on the individuals themselves,
the culture that it promotes is one of materialism and also of emptiness (Husic, & Cicic, 2009)
Arab women are very focused on the experiences that they have when using certain brands,
this has led to many women feeling diminished when they are not having the experience that these
brands produce (Alserhan, Halkias, Boulanouar, Dayan, & Alserhan, 2012).
The personality of the consumer also plays a huge role in brand loyalty and means that
certain people will buy a brand more (Liu, F., Dick, & Soh, 2012). Personality conformity also
means that people are users of imagery to look at the use of the brand the use of the items. There
are also many stereotypes that are associated with some people as well as classifications of
personality. Brands also specify what kind of clothing that needs to be worn to certain occasions
(Yang, & Mattila, 2014).
Celso de Matos, Cristiana Ituassu, and Carlos Rossi know that there are also many funding
factors that are a part of the brands. They also think about the way that consumers feel about knock
off brands as well as the counterfeit material that is used, the price as well is an issue (Matos,
Trinidade, Carlos, & Rossi, 2007). Most people believe that counterfeit and knock off brands are
bad, these should only be consumed when they are the real thing.
Women who have negative personal images are generally ready to purchase illegal goods
according to Nancy D. and Albers-Miller, that also means that they do not have the ability to
purchase the brands that they want often and instead they will shoplift.
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According to (Heine, 2011) many women decide that they should purchase luxury brands
to validate themselves and also their lifestyles. The brands are a way to ensure that there will be
an improvement in self-esteem and personal value. In addition to that there is a positive effect and
also there is a false sense of beauty with other people in their lives. The benefits of the purchase
of such objects are not entirely beneficial.
Conclusion
When it comes to luxury brands, they have a very large effect on the daily lives of most
people. The brands are able to give a person without much self-worth a sense of dominance as well
as a sense of power over other people. While many of these brands represent a lifestyle that is
unattainable to most people, having a small part of that life by enjoying a brand brings a sense of
empowerment to the individual. Luxury brands are very expensive however and are difficult for
most people to purchase. Those who invest in these brands are sometimes in debt in a way that
becomes almost impossible for them to be able to maintain. Debt that goes along with luxury
purchases can lead to personal issues such as bankruptcy and divorce. When an individual is not
able to afford these brands it is very important to make sure that they understand the risk that is
associated with the buying of these brands. Many individuals equate their own self-worth with the
purchase and indulgence in these brands which is an ongoing personal issue. The findings
throughout the articles are very clear that luxury brands appeal to people from all social statuses
and education levels as well as international cultures. There is no specific group that is more likely
to invest and pay more for brands because of cultural factors. The culture of materialism that has
been created by these kinds of factors is prevalent everywhere in society and it can be seen in just
a few moments by simply looking at the commercials that are on television on a regular basis.
Commercials depict beautiful models doing things that normal people would never be able to do.
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In a world where all people are constantly barraged with these images it is very easy to see
why people are going after these items. Luxury will continue to be something that all people chase
for the future. Media will continue to depict the lifestyle that all people chase and yet so few people
attain. Luxury brands are here to stay and will not be going anywhere soon.
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Author
Research question
Hieke Sophie
Alessandro &
Kapferer &
Melika &
Cecilia
Pierre
Muris
Discusses the
The definition
How do luxury
Consumption of
fake brands.
of Luxury
brands grow in
goods.
number and stay
popular?
Major idea
People who
Luxury brands
Luxury is
Owning brands
cannot have the
cover all kinds
attached to
works for social
originals get
of items.
status.
as well as
fakes.
personal
validation.
Similarities-
Women who
Luxury brands
People buy the
Luxury goods
differences
cannot buy the
ensure that
luxury goods
make people
originals buy
people feel that
because of how
feel powerful.
fakes.
life is better
they feel.
with these
brands.
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Author
Alserhan, Daphne,
Fang, Li,
Fang, Li,
Aisha & Ahmad
Dick& Soh
Dick& Soh
Research
Arab perspective of
Brand loyalty
Attitudes
Decisions to
question
brand loyalty.
and ideas
towards fakes
purchase
about buying.
Major findings
Nancy
fakes
Arab women focus
A brand’s
Depended on
Price and
on the brand and its
effectiveness
financial
risks
stature.
drives its
means
associated
loyalty level
with the
brand.
Similarities/
Women express
Brands are
Many people
Fakes are
differences
themselves and their
based on
prefer fakes
always
to the quality
preferred to
not on the
of the luxury
the luxury
label that is
brand
brands due to
on the side of
because of
the price.
the product.
the cheap
value through brands. quality and
prices.
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Author
Heine
Farrell &
Yang &
Tammy
Mattila
Veblem
Research
What is a
Information on
The effects of
Buying and
question
luxury brand?
the perception
luxury goods
using these
of consumers
and the way
items are a sign
and what they
that they think
of status and
look for.
about the items.
consumption.
Perceptions of
Many people
Luxury
some luxury
luxury goods
simply prefer
products
brands with a
ensure that
luxury brands.
determine the
sense of power
there are many
quality of the
and with others
reasons people
lives of the
it is not the
are willing to
individuals.
same.
pay a higher
Major findings People choose
price for these
brands.
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Similarities-
Same as in
Same as in
Same as in
Same as in
differences
other articles.
other articles.
other articles.
other articles.
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References
Alserhan, B., Halkias, D., Boulanouar, A., Dayan, M., & Alserhan, O. (2012). “Expressing
herself through brands: The Arab woman’s perspective”, Journal of Research and
Marketing and Entrepreuership Vol 17(1) 36-53
Brun, A., & Castelli, C. (2013). The nature of Luxury: a consumer perspective. International
Journal of Retail & Distribution Management. Vol.41.
De Matos, C., Trinidade, C., Carlos, I., & Rossi, A. (2007). “Consumer Attitudes Towards
Counterfeits: A Review and Extension”, Journal of Consumer Marketing. Vol.24
Hieke, S. (2010). “Effects of counterfeits on the image of luxury brands: An empirical study
from the customer perspective”, Journal of Brand Management Vol 18, 159 – 173
Husic, M., & Cicic, M., (2009). “Luxury consumption factors”, Journal of Fashion Marketing
and Management: An International Journal. Vol.13
Heine, K. (2011). The Concept of Luxury Brands.
Kapferer, J., & Florence, P., (2016). “Beyond Rarity: The paths of Luxury Desire-How Luxury
Brands Grow Yet Remain Desirable”, Journal of Product & Brand Management. Vol. 25
Liu, F., Dick, L., & Soh, M., (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A
Study on Luxury Brands. European Journal of Marketing. Vol.46.
Nancy, D., & Miller, A. (1999). Consumer Misbehavior: Why People Buy Illicit Goods. Journal
of Consumer Marketing. Vol.16
Conclusion
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