Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?
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
Journal
Volume
27
Issue
4
Pages
438 - 451
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Notes
History