International Journal of Multidisciplinary Research and Growth Evaluation

The Role of Brand Trust in Reducing Consumer Purchase Intention Towards Counterfeit Apparels

Dhanalakshmi S¹, M Kavitha², GS Maheswari³

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Abstract

The growing availability of counterfeit apparel has become a significant challenge for branded fashion companies, as consumers are increasingly exposed to imitation products that offer similar appearances at comparatively lower prices. Brand trust plays an important role in shaping consumers’ attitudes, preferences, and purchase decisions towards authentic branded products. This study examines the role of brand trust in reducing consumers’ purchase intention towards counterfeit apparel. It focuses on how consumers’ confidence in a brand’s quality, authenticity, reliability, reputation, and ethical standards influences their willingness to purchase genuine products rather than counterfeit alternatives. The study also considers factors such as perceived product quality, brand image, price sensitivity, consumer awareness, and perceived risk associated with counterfeit products. A structured questionnaire can be used to collect primary data from consumers of apparel products, and appropriate statistical techniques can be applied to examine the relationship between brand trust and intention to purchase counterfeit apparel. The study is expected to demonstrate that stronger brand trust can positively influence consumers’ preference for genuine branded apparel and reduce their intention to purchase counterfeit products. The findings may provide useful insights for apparel brands, marketers, and policymakers in developing strategies to strengthen brand trust, improve consumer awareness, and discourage the purchase of counterfeit apparel.

Keywords: Brand TrustConsumer BehaviorCounterfeit ApparelPurchase IntentionBranded ProductsBrand ImagePerceived QualityBrand LoyaltyConsumer AwarenessPrice Sensitivity

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Licensed under CC BY 4.0.