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Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia - In: Journal of Product & Brand Management 25 (2016) 5, pp. 452-464

Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and...

Persistent link: https://www.econbiz.de/10014897394

Consumers' awareness of luxury brand counterfeits and their subsequent responses : when a threat becomes an opportunity for the genuine brand

Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia - In: The journal of product & brand management 25 (2016) 5, pp. 452-464

Persistent link: https://www.econbiz.de/10011620594