The primary purpose of this study is to examine the determinants governing the likelihood of considering the purchase of counterfeit branded products (CBPs) in the context of non-deceptive counterfeiting. The study anticipates and explores the effects of consumer-perceived brand image (i.e.,...

The academic research on branding of consumer products and services is increasingly considering the degree of connectedness between consumers and brands as a key issue of investigation. The literature in this area investigates the nature and the strength of the relationship that consumers...