Perceptions of counterfeits among luxury goods differ across cultures
ABINGTON, Pa. -- Counterfeit dominance decreases Anglo-American, but not Asian, consumers' quality perception and purchase intention of authentic brands, according to a team of researchers.
"Counterfeit dominance is the perception that counterfeit products possess more than 50% of market share," Lei Song, assistant professor of marketing at Penn State Abington, said. "Counterfeit dominance is a phenomenon especially concerning for the luxury fashion industry as counterfeit luxury fashion brands account for 60% to 70% of the $4.5 trillion in total counterfeit trade and one-quarter of total sales in luxury fashion goods."
Lei and his team conducted four behavioral experiments with 149 participants on ...










