Purpose – To identify ways for business managers to reduce consumer complicity with counterfeit products by better aligning their actions with consumer beliefs of complicity. Design/methodology/approach – A mall intercept methodology was used to interview 54 US and 48 Brazilian business...

The purpose of this investigation is to examine the explanatory powers of a consumer complicity framework that uses counterfeit products and five emerging country markets (Brazil, Russia, India, and China). A web survey was administered to 1,600 consumers in Brazil, Russia, India, and China to...