A Data Analytics Approach to Detecting Counterfeit Luxury Goods: Analyzing Material Descriptions and Visual Patterns

Abstract

The counterfeiting of products via e-commerce platforms is a distinct and growing trend in the counterfeit trade. Along with identifying areas for more research, this study also found gaps in the disjointed corpus of existing information on online product counterfeiting. Specifically, the authors demonstrate that customer preference for a fake brand and the ensuing decline in their liking for the genuine brand are both higher when their attitude towards luxury brands serves a social-adjustive rather than a value-expressive function.This study proposes to investigate the ways in which social and personality characteristics impact the views of US consumers towards luxury brand counterfeits and the ways in which these two sets of variables impact the intention to buy.  It gives a profile of those who purchase and do not purchase luxury brand counterfeits.  Known scales were used to create a self-administered questionnaire. A poll was carried out using the "mall intercept" technique in downtown New York. Data analysis was done using a range of statistical methods. The results cannot be applied to other overseas markets or the whole US since they are restricted to US customers in New York. Furthermore, only high-end brands get accepted consideration. Future studies have to look at additional categories of goods and cultural environments.The study offers a comprehensive insight of how US consumers feel about premium brand counterfeits. In order to assist eliminate or at least reduce counterfeiting activities, the study results may be utilised to develop solutions for academics, practitioners, and—above all—policy makers. This report concentrated only on luxury goods, whereas earlier research concentrated on music and other digital media piracy and counterfeiting. Additionally included as an antecedent to attitudes and intentions to acquire counterfeit goods is status consumption.