Consumer-directed Anti-Counterfeiting Measures (CAMs): A Review and Preview

The demand for counterfeit products is a constant headache to brand manufacturers. In this paper, we focus on Consumer-directed Anti-counterfeiting Measures (CAMs). Although consumers are “partners in crime”, countermeasures which could stop them from buying fakes have attracted little research attention. After an overview of past research, we complement the existing spectrum with activities that involve consumers more actively in the fight against counterfeits. Empowering final consumers in the fight against counterfeits responds to frequent calls for more active engagement by original brand manufacturers. We conclude with avenues for future research in both offline/online environments and in cross-country contexts