No abstract

Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and the categorization of counterfeits and imitations. Design/methodology/approach The research design is a 2 × 2 × 2 × 2 mixed design with the first three variables as between-subjects variables and the last as a within-subjects variable on a convenience sample of 287 respondents split into eight experimental conditions. Data are analyzed using Linear Mixed Models. Findings Results show that brand typicality and brand name and product appearance manipulations impact brand evaluation and categorization. Regarding brand evaluation, under high typicality conditions, any manipulation of brand name and/or product appearance, from identical to different, results in a less favorable evaluation, whereas under low typicality conditions, only brand name manipulation negatively impacts brand evaluation. Concerning categorization, under high typicality conditions, any change in brand name and/or product appearance results in the item’s categorization as an imitation or a counterfeit, whereas under low typicality conditions, the item may be categorized as either genuine or as imitation or counterfeit. Originality/value This research demonstrates the impact of brand typicality on both the evaluation and categorization of changes in brand name and product appearance. It also suggests that brands and product classes are not equal vis-à-vis counterfeiting and imitation. High typicality brand seems less vulnerable to counterfeiting and imitation. Findings are discussed regarding brand vulnerability to imitation and counterfeiting, the importance of considering competitive context, brand management and brand strategy.

Purpose: This research explores the impact of product category and consumers' motivations profiles on the determinants of consumers' preferences and purchase intentions of counterfeits and genuine, through manipulation of product attributes and purchase situations. Design/Methodology: The research relies on an experimental design involving a questionnaire on a convenience sample with two parts: a trade-off model manipulating three attributes: Product type (genuine vs counterfeit), Price (high vs low), Place of purchase (regular shop, Internet, market) in two product categories and a scale measuring motivations to purchase counterfeits. Ranking and purchase intentions are analyzed using conjoint analysis and Generalized Linear Mixed Model (GLMM).

The aim of this research is to analyse the experience of seniors navigating the Web for information on vacation travel by studying the sources of information and the means they use while researching and planning their vacation. Our international exploratory analysis is based on semi-directed interviews held with 22 French and Canadian seniors who used the Internet to research their tourism destinations. On the theoretical side, the research pointed out 4 different senior internet users: senior-Altruist, senior-Opportunist, senior-Disinclined and senior-Web2.0. It also shows that social interactions help improve the pertinence and the specific information sought. On the management side, our results help clarify the best communication strategies for the tourism industry insofar as using particular tools adapted for seniors and the Internet.

Dans la littérature, le prix est la principale raison d’achat de contrefaçons. Cet article montre que les motivations de ce comportement sont plus variées. Les données recueillies auprès de 144 jeunes adultes permettent d’identifier cinq profils de consommateurs selon leurs motivations, attitudes et intentions de comportements envers la contrefaçon. Le prix constitue bien une raison importante de l’achat de contrefaçons, mais les motivations sont diversifiées. Certains justifient leur achat par des raisons militantes. Pour d’autres, c’est un achat ludique ou utilitariste. Ce travail permet de mieux comprendre la consommation de copies et propose de nouvelles perspectives pour lutter contre celle-ci.