2015
DOI: 10.1002/mar.20822
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Anticounterfeiting Strategies and Their Influence on Attitudes of Different Counterfeit Consumer Types

Abstract: This article reports the findings of two studies that were designed to determine the effectiveness of several anticounterfeiting strategies on the counterfeit purchasing behavior of the participants, through a mixed methods research approach. In Study 1, in‐depth interviews were conducted with 50 consumers of counterfeit brands in order to investigate their attitudes. Drawing on the results, which revealed four different consumer types (struggle, spurious, indifferent, and liberated), Study 2 was undertaken wi… Show more

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Cited by 32 publications
(31 citation statements)
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References 90 publications
(103 reference statements)
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“…Consumers choose brands not only on the functional and emotional criteria but also increasingly, on social responsibility criteria (Kotler, 2011). Furthermore, adopting strategies from the counterfeiting literature may be effective (e.g., Herstein et al, 2015). These include long‐term efforts to warn the public about the health and security risks associated with illegally trafficked seafood, combined with messaging that stresses the moral dissonance surrounding consumers' contributions to species and ecosystem damage.…”
Section: Resultsmentioning
confidence: 99%
“…Consumers choose brands not only on the functional and emotional criteria but also increasingly, on social responsibility criteria (Kotler, 2011). Furthermore, adopting strategies from the counterfeiting literature may be effective (e.g., Herstein et al, 2015). These include long‐term efforts to warn the public about the health and security risks associated with illegally trafficked seafood, combined with messaging that stresses the moral dissonance surrounding consumers' contributions to species and ecosystem damage.…”
Section: Resultsmentioning
confidence: 99%
“…Anti-counterfeiting strategies can deter consumers from purchasing counterfeit goods. There are four types of anti-counterfeiting strategies: law, product, pricing, and marketing (Herstein et al, 2015). While IPR laws mainly regulate the supply of counterfeits, the latter three strategies aim to act as effective agents to change consumer demand for counterfeits.…”
Section: Demand For Counterfeit Productsmentioning
confidence: 99%
“…Demand side concentrated on behavior patterns of counterfeit consumers in terms of attitudes (de Matos, Trindade Ituassu, & Vargas Rossi, 2007), intention to buy (Cordell, Wongtala, & Kieschnich, 1996;Eisend & Schuchert-Güler, 2006), characteristics (Cheung & Prendergast, 2006), determinants of overall consumer response (Chakraborty, Alfred, Sukhdial, & Bristol, 1997;Eisend et al, 2017;Eisend & Schuchert-Güler, 2006;Lee & Yoo 2009;Staake et al, 2009), decision making process as for counterfeit products (Gentry, Putrevu, Ii, & University-east, 2001), and consumer typologies (Herstein, Drori, Berger, & Barners, 2015). At first glance, it seems that the main reason behind counterfeit consumption is the low price.…”
Section: Background Of the Studymentioning
confidence: 99%