Combating Luxury Brand Counterfeiting: Recommended Action Strategies

Abstract

In the past few decades, luxury brand counterfeiting has grown significantly worldwide, and this growth caused considerable damage to the knowledge-based globalization economy and the brands. The rapid development of e-commerce business, primarily during the pandemic, has facilitated the counterfeiting trades through small shipments by different modes of transportation. The innovative and multi-dimensional counterfeiting trades have increased the cost of custom checks and reduced the chance of detection and detention risk, challenging law-enforcing agencies to combat counterfeiting effectively. Counterfeit products can be found in many industries, such as common consumer goods, IT goods, agricultural goods, pharmaceutical items, and luxury items (fashion apparel). The measures adopted to combat luxury brand counterfeiting are minimal to what should have been done. This study proposes that social media activism against counterfeiting is critical to altering consumers\u27 attitudes toward luxury brand counterfeiting and creating moral awareness about counterfeiting to change consumers\u27 counterfeit purchase intentions. Similarly, there is on denying that enforcement activism is fundamental to deter counterfeiters from keeping the counterfeiting-proliferation under control. The article reviews in-depth counterfeit literature, definitions, and key theories toward understanding the existing trend of luxury-brand counterfeiting and the conceptual model to combat counterfeiting effectively. The result of the quantitative analysis will formulate a comprehensive roadmap for the practitioners to follow and for the researchers for future studies on counterfeit luxury consumption