THE INFLUENCE OF CONSUMER PERCEPTION OF COUNTERFEIT LUXURY GOODS TOWARD BRAND IMAGE AND PERCEIVED QUALITY OF LUXURY BRANDS
The luxury industry, expected to have a valuation of €1.5 trillion by 2023, faces significant challenges due to the widespread presence of counterfeit goods. This study examines the influence of consumer perception of counterfeit luxury goods on the brand image and perceived quality of genuine luxur...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83040 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
