Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it affects branded goods negatively. In this paper, however, we suggest that counterfeiting may actually benefit certain luxury brands. By means of two studies, we show how the market presence of luxury counterfeit items can increase consumers’ willingness to pay for original brands. In Study 1, we show that the presence of luxury counterfeits can increase consumers’ willingness to pay for well-known original brands, but not for lesser-known ones. Brand awareness plays a moderating role in the positive relationship between counterfeiting and willingness to pay (WTP). In Study 2, we address the psychological mechanisms that explain this increased...
In recent years, there has been an important debate on the harmful effectof counterfeits on luxury b...
This study examines the influence of personality factors and attitudes toward consumers' willingness...
Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awarenes...
Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it aff...
In this study we explore the positive effects that counterfeiting might have on the original luxury ...
In this study we explore the positive effects that counterfeiting might have on the original luxury ...
Luxury has traditionally been associated with exclusivity, status and quality. For this reason, bran...
The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit p...
Luxury has traditionally been associated with exclusivity, status and quality. For this reason, bran...
We study how luxury brands can use product line expansion as a strategy when facing a threat from th...
Counterfeiting is a growing industry all over the word and Morocco is not an exception, as counterfe...
The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit p...
.In this study we explore the positive effects that counterfeiting might have on the original luxury...
Cahiers de Recherche du CERAG n° 2011-11 E3A large number of studies on counterfeiting explore consu...
Why people own luxury counterfeits? The possession of luxury counterfeits is due to a number of fact...
In recent years, there has been an important debate on the harmful effectof counterfeits on luxury b...
This study examines the influence of personality factors and attitudes toward consumers' willingness...
Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awarenes...
Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it aff...
In this study we explore the positive effects that counterfeiting might have on the original luxury ...
In this study we explore the positive effects that counterfeiting might have on the original luxury ...
Luxury has traditionally been associated with exclusivity, status and quality. For this reason, bran...
The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit p...
Luxury has traditionally been associated with exclusivity, status and quality. For this reason, bran...
We study how luxury brands can use product line expansion as a strategy when facing a threat from th...
Counterfeiting is a growing industry all over the word and Morocco is not an exception, as counterfe...
The extant literature on luxury counterfeiting examines a wide range of antecedents of counterfeit p...
.In this study we explore the positive effects that counterfeiting might have on the original luxury...
Cahiers de Recherche du CERAG n° 2011-11 E3A large number of studies on counterfeiting explore consu...
Why people own luxury counterfeits? The possession of luxury counterfeits is due to a number of fact...
In recent years, there has been an important debate on the harmful effectof counterfeits on luxury b...
This study examines the influence of personality factors and attitudes toward consumers' willingness...
Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awarenes...