The Impact of Counterfeiting on Genuine-Item Consumers' Brand Relationships
Abstract
An often-overlooked constituent in the debate on counterfeiting is the consumer of the genuine article—a brand manager's primary constituent. These consumers are drawn to premium brands in part because of the exclusivity and connotation of prestige associated with them. These characteristics are also the reason such brands are attractive targets of counterfeiting. When premium brands are counterfeited, which in turn gives a variety of consumers...
Paper Details
Title
The Impact of Counterfeiting on Genuine-Item Consumers' Brand Relationships
Published Date
May 1, 2009
Journal
Volume
73
Issue
3
Pages
86 - 98
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