Journal
JOURNAL OF BRAND MANAGEMENT
Volume 16, Issue 5-6, Pages 364-374Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/bm.2008.44
Keywords
luxury goods; counterfeit consumption; brand equity; anti-counterfeiting policies
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Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets that has a particular impact on luxury branded goods. Most academic literature to date has focused its attention on the determinants of purchase, underestimating the consumption phase. This paper aims to fill this gap by investigating how people consume counterfeit luxury products. Our results help us to better understand the phenomenon as a whole, with the objective of providing useful insights for the companies that produce luxury goods, and assisting them in realising effective policies for stemming counterfeiting.
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