BRM681
RESEARCH PROPOSAL
BM7001CF
Customers' Preferences on Counterfeits Brands;
The Impact on Luxury Brands
BY:
Nurulfatihah binti Jamali 2013620598
Nurul Fatihah bt Zainal Abidin 2013809296
Nurul Ainina bt Mohd Rasli 2013256084
SUBMITTED TO:
Prof Dr. Zuriah bt Abd Rahman
TABLE OF CONTENT
Title | Page |
Acknowledgement | |
1.0 INTRODUCTION | |
1.1 Background of research | |
1.2 Problem statement | |
1.3 Research objectives | |
1.4 Research question | |
1.5 Theoretical framework | |
1.6 Research hypothesis | |
1.7 Significance of the research | |
1.8 Limitations of research | |
2.0 LITERATURE REVIEW | |
2.1 Brand Loyalty | |
2.2 Brand personality | |
2.3 Product involvement | |
2.4 Brand association | |
2.5 High class symbol | |
2.6 Perceived quality | |
3.0 RESEARCH METHODOLOGY | |
3.1 Research Design | |
3.2 Data Collection | |
3.3 Population and Sample | |
3.4 Plan for Data Analysis | |
References |
ACKNOWLEDGEMENT
INTRODUCTION
1.1 Background of study
The luxury market in global area is projected to increase at 170 billion euros which promising an annual increment of 4% in the year of 2008 (Bain & Co.
Bjorn Phau
Figure 1
English: Thorstein Veblen 1857-1929.Consultants, in Mourad & Pierre, 2011). Through an observation made by Thorstein Veblen (1899); the idea of the things we buy represent ourselves and the possession will grant rank had been a benchmark to some purchasing (Geiger Oneto, 2007). The rank society puts to themselves are depending on some luxurious brands where then literally leads to the creation of brand imitation especially clothing, handbags and accessories. The high demand in market for designers' brand had increased by years. Some producer had taken advantage on this situation by producing the imitation or counterfeits brands.
Counterfeiting is the attempt to imitate the luxury goods that offer the users a similar pattern, design, color, and looks but will be sold at a lower prices and own lower materials quality as well as sloppy manufacturing if compared to the luxury designers' brands ((McCluskey, 2001; Eisend and Schuchert-Guler, 2006; Kotler and Keller, 2007; Veloutsou...