1、Effects of counterfeiting on the image of luxury brands in China中國假冒商品對于奢侈品品牌形象的影響【作者簡介】Kathrin Hamm【研究背景】About four decades ago, the first cases of professional brand counterfeiting emerged. 大約40年前,第一個專業品牌的造假案件出現。At that time, only a few manufacturers of very high-priced and prestigious products li

2、ke textile, jeweler and accessories were effected and it was assumed that this phenomenon would be of minor significance. 當時，假冒商品只對少數價格高、聲望高的產品制造商產生一定影響，如紡織品、珠寶飾品，因此這一現象并未受到重視。Since then, however, counterfeiting has penetrated into the far-most corners of the world and evolved to a huge industry and

3、 has become a serious and persisting economic problem globally. 然而從那時起，假冒商品已經滲透到世界的每個角落，形成一個龐大的產業，已成為一個嚴重的全球經濟問題。Since 1998, Chinese counterfeited products account for the largest percentage of all counterfeits. 自1998年以來，中國的假冒商品數量占全世界最大比例。German customs have confiscated counterfeited goods worth 1.1

4、 billions in 2006, 60 percent of them came from China. 2006年，德國海關沒收了價值11億歐元的假冒商品，其中60%來自中國?！狙芯磕康摹縏he goal of this study was to provide answers if the presence of counterfeits leads to a change in the brand image of luxury brands in Chinese consumers minds. 本研究的目的是解析在中國消費者心中，假冒商品對于奢侈品品牌形象的影響。Especial

5、ly in China where counterfeits are very integrated in the urban setting compared to the genuine products, this study wants to evaluated to what extent counterfeits devalue brand image of luxury brands. Do effects exist at all? 特別是在中國，假冒商品比正品更快進入城市的消費市場。本研究想要評估假冒商品造成奢侈品品牌形象貶值的變化程度和具體影響。The empiricall

6、y evaluate results aim to provide practical implications for luxury manufacturers in China.實證檢驗結果的評價目標是為在奢侈品的中國制造商提供實踐管理啟示?！旧莩奁防碚摗縇uxury TheoryLuxury literature review has shown that in order to measure the postulated effects of counterfeits on luxury brand images, the essential parts of the constru

7、ct of brand evaluation have to be examined. 奢侈品研究的文獻表明，為了測量售假奢侈品品牌形象的假定影響，最關鍵的部分是構建品牌評價體系進行檢驗。Based on the widespread literature on brands, the following components have been depicted to form a viable picture of brand measurement regarding the luxury segment and its specialties: perception and attit

8、ude.基于大量的品牌研究文獻，感知與態度可以作為對于奢侈品市場細分及其產品特點的品牌測量的組成部分。The luxury construct developed by Vigneron and Johnson1 was used to measure the perceived amount of luxury in a specific product or brand. Vigneron和Johnson提出的奢侈品創建與發展理論，可以用來測量某一特定的奢侈品產品或品牌的感知數量。The measuring scale is prevailing in literature on luxu

9、ry. 測量量表一般是對于奢侈品的文字描述。Based on previous research in the area of prestige brands, the authors distinguished five different kinds of perceived value attributes: 根據以往在奢侈品牌領域的研究，Vigneron和Johnson提出五種認知價值屬性：Conspicuousness (symbolic consumption)炫耀價值（符號性消費）Uniqueness (singularity as a sign of limitation an

10、d exclusivity)獨特價值（限量性和排他性標志）Quality (perfection in functionality and design)品質價值（功能和設計的完美）Hedonism (satisfaction of indulgences and pleasure) 享樂價值（偏好和快樂的滿足）Self extension (possession as expression of ones own status)自我延伸價值(社會地位的外在表現)When referring to counterfeits, it is generally assumed that copie

11、d products not only ruin the special status aspect of the original but also contribute to a severe loss in exclusivity and uniqueness due to the availability of lower priced counterfeits.當提到假冒偽劣商品，人們通常認為仿品不僅破壞了正品原來的特殊地位,并且由于其較低的價格也造成了正品排他性和獨特性的嚴重屬性缺失。Furthermore, it was essential to assess the overa

12、ll brand attitude by developing a Likert scale based on the ABC model of attitudes: affect, behavior and cognition. 此外，基于ABC態度模型（感情affect、行為behavior、認知cognition）的李克特量表是對于整體品牌態度的重要評估。The knowledge on the inferior quality and functionality of a copy version as well as the perception of illegality pays

13、 into the same account as the change in behavior towards a brand which is threatened by a large amount of counterfeits available for less.大量質量低劣的仿品出現是對品牌的最大威脅。Theory on Perceptions of Luxury in Chinese Culture中國文化中的奢侈品觀念理論 The social behavioral patterns guanxi, liwu, reciprocity, mianzi and collecti

14、vism provide explanations for luxury consumption as well as counterfeit purchasing. 社會行為模式中“關系”“禮物”“禮尚往來”“面子”“集體主義”解釋了奢侈品消費以及假貨購買現象的發生。中國文化里會促進奢侈品消費的行為模式Guanxi favors the luxury market through its influence on Chinese consumers decision-making in favor of buying luxury goods in terms of social netwo

15、rking through favors or gifts to advance interests. 從人們需要通過禮物或恩惠來進行社交的角度來講，“關系”有利于奢侈品市場通過對中國消費者購買奢侈品的決策產生影響而獲取利益。Hence, it turns out to be strongly correlated to the concept o liwu where gifts function as signs for gratification or tools for social networking and thus contribute to luxury consumptio

16、n. “關系”與“禮物”的概念密切相關，禮物的功能是為了滿足或成為社交的工具，因此有助于促進奢侈品消費。The concept of reciprocity ads to the gift exchange since the favor of a gift should be returned by an even bigger gift, which enhances luxury consumption. “禮尚往來”的觀念增加了禮物的互換，因為接受禮物后就應當以更大的禮物加以回報，這就促進了奢侈品的消費。Chinese live in a collectivist society, a

17、nd one of the consequences is the importance of face and the desire to belong to the in-group.” 中國人講究集體主義，集體主義對人們產生的影響就是注重面子并且渴望在一個群體中的找到歸屬感。Exactly the interdependence between face and the collectivist “in-group” value offers the luxury researchers the explanatory model as to how the collectivist g

18、roup consciousness can effect on luxury consumption, whereby face is referred to mianzi or the importance of perceptions by others.正是臉面和群體內部的相互依存關系為奢侈品研究者提供了關于群體意識如何影響奢侈品消費的解釋模型，據此臉面被稱為面子或者是注重別人看法。中國文化里會影響假冒商品消費的因素In the context of counterfeiting the collectivistic desire to belong to a certain in-g

19、roup as well as the enhancement of perceived status in the viewpoint of mianzi present reasons for growing counterfeit purchases and is described in the following premise. 在假冒商品存在的情況下，想要融入某一特定社會群體的欲望和提高社會地位的認可，都成為了增加購買假冒商品的原因。 Another variable which influences counterfeit purchase constitutes percei

20、ved risk to be discovered and punished. 另一個影響購買假冒商品的變量是由被發現和被處罰這兩部分風險認知組成。This applies to the area of penalty but also to the social domain. Especially within Asian cultures perceived risk was found to be the main driver to distance oneself from counterfeit purchase, largely because of a potential l

21、oss of face in their in-groups特別是在亞洲文化中，被發現使用假貨后，在社會群體中存在丟臉“沒面子”的潛在風險，因而風險認知主要是使個人減少購買假冒商品的原因。 【實驗分析】In this context the grading system that segregates counterfeits into different quality levels, especially the lowest category C increases the fear to get caught. 假冒商品分為不同的質量等級，最差的是C貨，最容易被人發現是仿品。The p

22、resented theories above have formed the following Hypotheses the study draws to:根據上述提出的理論可得出以下假設： H1: 假設1“The existence of Category C counterfeits reduces the perceived amount of luxury of a brand to a higher extent than the existence of Category A counterfeits that the customer is exposed to.”C貨比A貨

23、在更大程度上降低了消費者對于原奢侈品牌的認知價值。H2: 假設2“The brand attitude towards a luxury brand will be worse when there are Category C counterfeits of those brands than Category A counterfeits that the customer is exposed to.”C貨比A貨使消費者對于原奢侈品牌的態度變得更壞。Empirical Results【實驗結果】The experiment had a sample size of 180 proband

24、s, which have been split equally into sixsubgroups (30 Louis Vuiton genuine, 30 Louis Vuitton Cat A, 30 Louis Vuitton Cat C, 30Chanel genuine, 30 Chanel Cat A, 30 Chanel Cat C). The majority of the participants werefemale (58 percent) in comparison to males (42 percent). 實驗抽取180個受訪者，并把他們平均分成六組（30個LV

25、正品、30個LVA貨、 30個LV C貨、 30個香奈兒正品、 30個香奈兒A貨、 30個香奈兒C貨），相比男性（42%），大部分參與者是女性（58%）。For both brands statistical findings of the One-Way ANOVA accept H1 as true, proving that a consumers exposure to Category C counterfeits reduces the perceived amount luxury of a product to a higher extent than exposure to

26、Category A Counterfeits. 這兩個品牌的單向方差分析的統計結果表明：假設1成立，C貨比A貨在更大程度上降低了消費者對于原奢侈品牌的認知價值。The exemplary illustration of Louis Vuitton below shows the significant decreases. The experiment results also have proven that consumers were unable to differentiate between the genuine products and Category A counterf

27、eits. The same findings occurred for brand attitude. 用LV的實驗數據可表明C貨使消費者對于原奢侈品牌的認知價值和品牌態度顯著下降。實驗還證明了消費者不能辨別正品和A貨的區別。The questionnaire was designed according to a 6-point Likert scale, where 1 marks the least agreement with the positive formulated item and 6 marks the highest. 本次調查問卷中的“品牌認知語義差異量表”是 建立在

28、Vigneron和Johnson提出的品牌奢侈量表基礎上，根據六維度李克特量表設計，其中1表示與積極的認知價值最接近，6表示最遠離。A negative deviation, therefore, indicates a decrease in brand attitude towards a luxury brand. 前測與后測的偏差之和為品牌態度的變化，正偏差表示品牌態度的上升，負偏差表示品牌態度的下降。正品實驗組The sum of all deviations across the genuine treatment group is positive. 所有正品抽樣小組的前測和后測

29、偏差之和為正。When confronted with an original Chanel bag, probands brand attitudes increased by +2,54. The same was true for the Louis Vuitton original treatment (+0,82). 接觸香奈兒的正品包，受訪者的品牌態度上升了+2.54，接觸LV的正品包，受訪者的品牌態度上升了+0.82。A貨實驗組Exposure to Cat A counterfeits of the Chanel brand produced a decrease of -2,

30、16 and exposure to counterfeits of Louis Vuitton caused a decrease of -1,59. 接觸香奈兒的A貨包，受訪者的品牌態度下降了-2.16，接觸LV的A貨包，受訪者的品牌態度下降了-1.59。C貨實驗組The strongest decrease occurred after exposure to counterfeits in Category C (Chanel, -4,02; Louis Vuitton, - 2,82).最劇烈的下降發生C貨抽樣小組。接觸香奈兒的C貨包，受訪者的品牌態度下降了-4.02，接觸LV的C貨

31、包，受訪者的品牌態度下降了-2.82。Because a higher decrease in brand attitude was observed after exposure to Cat C products for both brands than after exposure to products in Cat A, hypothesis H2 can be applied.實驗數據表明：C貨比A貨在更大程度上降低了消費者對于原奢侈品牌的認知價值，假設1成立C貨比A貨會使消費者對于原奢侈品的品牌態度下降更多，假設2成立。Luxury Perception Semantic Dif

32、ferential Louis Vuitton Cat AThe second part of the experiment was designed to question the attitude of Chinese probands towards counterfeiting. 第二部分實驗設計是為說明中國受訪者對于假冒商品的態度。The 6-point Likert scale attributes the number 1 to “I absolutely agree” and the number 6 to “I 100 percent disagree”. 六維度李克特量表中

33、，1表示“我完全同意”，6表示“我完全不同意”。Previous research discovered a positive attitude of the Chinese focus group towards software piracy. 之前有研究發現中國消費者對于盜版軟件持有肯定態度。The result of this study draws the opposite conclusion with strong negative tendencies towards counterfeits (“I think counterfeiting is generally cond

34、emnable”, with mean value of 4,9; “I would buy counterfeits without reservation”, mean value 2,2). 針對假冒商品的本次研究結果得出了相反的結論，中國消費者對于奢侈品假冒商品持有否定態度。（“我認為假冒產品應該受到譴責”的觀點平均值為4.9；“我會毫無疑問的購買假冒商品” 平均值為2.2）中國消費者對于假冒商品的態度I think counterfeiting is generally condemnableI would buy counterfeits without reservationpi

35、racy damages the brand image of the original manufacturercounterfeits are an alternative for less earnersI would recommended counterfeits to my friendscounterfeits are the right answer to overpriced luxury products of the upper classI have bought at least one counterfeitcounterfeits have become soci

36、ally acceptableChinese attitude towards CounterfeitingThe questionnaire finished with two open questions that gave the probands the possibility to express their own opinion about brands they feel are counterfeited the most and to what extent this influences their perception about those brands. 調查問卷中

37、含有兩個開放式問題，使受訪者可以對于經常被假冒的奢侈品牌表達他們的看法，并且說明是如何影響他們對于這些品牌的認知和態度。The first question asks:(1) “Which brands are counterfeited the most, please give some examples.” 第一個問題：哪個品牌被假冒得最多，請舉出一些例子。The second question asks:(2) “How does this influence your image about those brands?”第二個問題：假冒商品是如何影響這些品牌的品牌形象？Louis V

38、uitton was mentioned most frequently, which also must be interpreted in the context of this experiment.路易·威登被提及得最頻繁，這也必須在這個實驗中加以闡釋。Nevertheless, Gucci was mentioned in the second place, before Chanel. 第二位是Gucci（古奇），第三位是Chanel（香奈兒）。The fourth place is taken by Prada, the fifth place by Dolce&

39、; Gabbana. 第四位是Prada（普拉達），第五位是Dolce& Gabbana（D&G杜嘉班納）。The second question asks how this influences the image of those brands. 第二個問題是問如何影響這些品牌的形象。Through a reduction process six main clusters could be identified:通過減少過程中的六個主要集群可以查明：Hardly any effect on the luxury brand (40 percent)對原奢侈品牌幾乎沒有任何

40、影響（40%）Generate publicity for the luxury brand to a certain extent (22.5 percent)對原奢侈品牌一定的宣傳作用（22.5%）Harm the brand image of the luxury brand (17.5 percent)損害原奢侈品牌的品牌形象（17.5%）Will influence future purchase intention (10.5 percent)影響未來的購買意向（10.5%）Still will purchase original luxury products (8.5 perc

41、ent)未來仍然購買奢侈品的正品（8.5%）Shocked by the counterfeits (1 percent)對假冒商品感到震驚（1%）It can be concluded that both Hypothesis 1 and Hypothesis 2 hold true, proving that the exposure of counterfeits decreases luxury perception and brand attitude towards luxury brands and inferior quality even to a higher extent

42、. 印證了假設1和假設2成立，假冒商品會降低對于原奢侈品牌的認知和態度，甚至對于品質價值的認知將變得更為低劣。This is also affirmed by the third part of the questionnaire where Chinese probands have shown a negative tendency towards counterfeiting. 通過調查問卷的第三部分也肯定了中國受訪者對于假冒商品表現出反對傾向。Nevertheless, results have also proven that counterfeits have a high pre

43、sence in the market which is affirmed by the high rate of actual counterfeit buyers.結果也證明，假冒商品具有較高的市場占有率，是由于其實際購買率高。Management Implications管理啟示【啟示1】This study has shown that manufacturers need to focus on the demand-side of counterfeits.Advertisement is thereby the right messenger.這項研究表明，制造商應該將關注重點放

44、在假冒商品的需求方。廣告是適合的信息傳播工具。The study has shown that those determinants for luxury consumption are not the same for counterfeit consumption. 這項研究表明，奢侈品的正品消費與仿品消費的決定因素是不同的。Advertisement applications from social behavioral patterns社會行為模式的廣告應用【正品消費】The results of this study have proven that Chinese consumer

45、s would not recommend counterfeits to their friends. 這項研究結果表明，中國消費者不會建議他們的朋友購買假冒商品。The same applies to gift-giving. 這同樣適用于送禮問題，中國消費者也不會在送禮時選擇假冒商品。The giving of a counterfeit as gift may result in the loss of face for the giver strongly correlated with gift-giving is the concept of guanxi, which describes soc