Impact of Counterfeit Products On the Image of Global Luxury Brands in Russia

Abstract

Main goal: To develop knowledge about the impact of counterfeit products on the perception of luxury brands’ image in the eyes of genuine item consumers in Russia. Main tasks: - To review existing theory of luxury consumption, counterfeit consumption, and the impact of counterfeit on the luxury brand image - To develop knowledge about preferences of Russian consumer toward luxury products as well as counterfeit consumption - To understand how genuine item consumers are affected by the negative perception of counterfeit Main results: - Identification of main peculiarities of luxury brands and their illegal copies consumption in Russia - Set of recommendation for global luxury brands operating in Russia.