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...

Purpose – The purpose of this paper is to guide marketing managers in their efforts to decrease consumer demand for counterfeits of their products by examining the consumer beliefs and attitudes that have been found to support consumer complicity across multiple products, in virtual and...

Purpose The purpose of this paper is to demonstrate the efficacy of messages in anti-counterfeiting campaigns that use a fear of legal prosecution, role models, peer pressure, linkages to organized crime and education. Design/methodology/approach A web survey of consumer perceptions regarding...