Effects of consumer based brand equity on perception of counterfeit branded products

Nowadays, counterfeits of original branded products have begun to be produced and counterfeit branded products have gained a significant share in the world market. So that, some counterfeit branded products have taken precedence of the original brands in the subject of dominance of the market. At this point, the concept of brand value of the firms which produce counterfeit branded product can not imitate in original branded products have come into prominence. In this study, it was aimed to determine the effects of consumer-based brand equity dimensions (brand loyalty, brand awareness, brand associations and perceived quality) on consumer’s perception of counterfeit branded products. For this purpose, the students studying at the central campus of Gumushane University were determined as the main population of the research. The random sampling method (stratified random sample) was used to represent highly the main population of the selected sample and a face-to-face questionnaire was applied to a total of 501 university students from institutes, faculties and higher schools. The obtained data as a result of the questionnaire were analyzed with various statistical methods and ıt has been determined that the consumer-based brand-equity dimensions have positive effects on consumers’ perception of counterfeit branded.