Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Volume: 27, Issue: 4, Pages: 438 - 451
Published: Mar 19, 2020
Abstract
To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand...
Paper Details
Title
Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?
Published Date
Mar 19, 2020
Volume
27
Issue
4
Pages
438 - 451
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.