Design for anti-brand counterfeit and brand protection through a study of semiotics and consumer vals (values and lifestyle)
International Journal of Development Research
Design for anti-brand counterfeit and brand protection through a study of semiotics and consumer vals (values and lifestyle)
Received 29th May, 2019; Received in revised form 09th June, 2019; Accepted 06th July, 2019; Published online 28th August, 2019
Copyright © 2019, Ardhariksa Zukhruf Kurniullah and Nova Aprilia. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Lifestyle is a person's pattern of life expressed by one's activities, interests, and opinions. This study focused on VALS study of luxury goods (luxury brands) consumption. Counterfeiting is the main problem for luxury products and brands. This study aimed to analyze brand recognition, brand categorization and purchase intention of respondents in buying smartphone and perfume products designed in the attribute of name and appearance with a semiotic approach.This study used experimental design. The data were obtained through online questionnaires distributed to 120 respondents. The results from the respondents were recapitulated and tabulated and then tested with a research model of Two-Way Analysis of Variance (ANOVA). The results showed that there were significant purchase intention differences in identical, similar and different product names on smartphone and perfume products. These findings provide important theoretical and practical implications of how different purchase intentionsin luxury goods that are counterfeited.
