Product-harm crises are among a firm s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firmamp;apos's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis....

This study aims to identify factors shaping attitude toward counterfeit products and their relative influence on attitude formation. This involves 200 potential and actual consumers of counterfeit products in an explanatory research. Antecedents of attitude toward counterfeit purchases extracted...