A Research On Brand Loyalty Of Consumers Who Purchased Counterfeit Luxury Good Brands

China s remarkable economic boom has markedly changed people’s livingstandard. Along with the development, people’s life concept and life style has changeddramatically. The luxury goods market in china is growing fast.General products can tmeet consumer pursuit of luxury brands. At present, the luxury goods face a lot oftrouble, not only is the brand competition but counterfeit goods. Counterfeit problem isnot only a violation of intellectual property law, damage the national reputation andinfluence of domestic development. Many people think that luxury goods andcounterfeit goods clearly have their own market position but the counterfeit goods haveadverse effects on the genuine buyers. Therefore, in addition to economic conditions,the brand also should consider other alternatives to treat the counterfeit goods.For the brand to create an effective marketing strategy, through this paper with alot of references will try to show many counterfeit buyer behavior, purchase motivationand willingness to purchase process and the related factors of purchasing counterfeitgoods. In Counterfeit goods, there are both advantages and disadvantages. Counterfeitgoods although have adverse effects, but it also has the good aspects of research. Theresult of many researchers indicates that the experience of buying counterfeit goodstends to buy genuine products. In order to better understand the counterfeit buyersregarding concepts of brand value, the theoretical research have been made by theresearcher using the brand premium of five variables including brand awareness,perceived value, perceived quality, brand association and brand loyalty to measure thefactors affecting brand loyalty of consumers and select the hand bags and bags ofcounterfeit goods and then through the questionnaire survey data were collected. About358questionnaires were recovered. The data were analyzed by using SPSS softwareanalysis using the questionnaire reliability analysis to measure the variable method,KMO value and Bart’s test of sphericity factors. Correlation analysis and regressionanalysis, found counterfeit luxury goods buyers of brand loyalty. Premium brand coretheory variables include brand awareness, perceived value, perceived quality and brandassociation. Counterfeit consumer perspective has influence on brand loyalty. The mostsignificant factor is the perceived social value followed by the brand association, brandawareness and finally is perceived quality which can explain the counterfeit consumerbecause the luxury brand value drives the abundant value and attract them to purchasebut the perceived value of do not reach the degree of willingness to pay a premium orbuying behavior in the process of influencing variables so that consumers chooseconsumption of counterfeit goods but their brand affection is the existence of loyalty.