The Impact of Counterfeit Purchasing Behavior on Brand Image

DOI: https://doi.org/10.62517/jel.202414322

Author(s)

Fei Liu1, Gi-young Chung2,*

Affiliation(s)

1Guilin University of Aerospace Technology, Guilin, China 2Sehan University, Jeollanam-do 58447, Korea *Corresponding Author

Abstract

This study investigates the effects of counterfeit purchasing behavior on brand image, utilizing a purely humanities and social sciences theoretical framework. Through literature review and theoretical analysis, the research delves into the potential impacts of counterfeit purchases on consumer psychology, brand trust, and market order. The study first establishes the prevalence and complexity of counterfeit purchasing behavior, then examines how counterfeits, by mimicking the appearance and logos of genuine products, mislead consumers and damage brand image. Building on this, the research explores the long-term effects of damaged brand image on consumer loyalty, brand trust, and market competition order. A comprehensive analysis of brand image theory, consumer behavior theory, and market order theory reveals that counterfeit purchasing directly harms brand image and reputation and may lead to a decrease in consumer trust in the overall market, affecting normal market competition order. Additionally, the study analyzes strategies for brands to counter counterfeits, such as enhancing brand protection and improving consumer identification skills, aiming to provide theoretical support and strategic suggestions for brand management and market regulation. Ultimately, the research concludes that the impact of counterfeit purchasing behavior on brand image is profound and complex, necessitating joint efforts from brand owners, consumers, and market regulatory authorities to implement effective measures to reduce the influence of counterfeits and protect brand image and market order.

Keywords

Counterfeit Purchasing Behavior; Brand Image; Consumer Trust; Market Order; Brand Protection

References

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