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Consumer accomplices in product counterfeiting a demand side investigation

Consumer accomplices in product counterfeiting a demand side investigation Examines the consumers role in the proliferation of productcounterfeiting. Describes a demandside orientation to thecounterfeiting problem and discusses results from a field experimentexamining consumers willingness to select a counterfeit apparel itemknowingly. Indicates that a surprisingly large proportion of adultconsumers will select a counterfeit garment over the genuine good whenthere is a price advantage. Investigates product perceptions anddecision criteria and implications for marketer action. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumer accomplices in product counterfeiting a demand side investigation

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References (5)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769310047374
Publisher site
See Article on Publisher Site

Abstract

Examines the consumers role in the proliferation of productcounterfeiting. Describes a demandside orientation to thecounterfeiting problem and discusses results from a field experimentexamining consumers willingness to select a counterfeit apparel itemknowingly. Indicates that a surprisingly large proportion of adultconsumers will select a counterfeit garment over the genuine good whenthere is a price advantage. Investigates product perceptions anddecision criteria and implications for marketer action.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 1993

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