Falso Prada o Carpisa? Un approfondimento empirico suglieffetti della contraffazione sui marchi di lusso e non

Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets and its impact on national and global economies has become a dangerous threat to fight against. These research aims to better understand this phenomenon with particular reference to the effects of counterfeiting on companies. Even thou counterfeiting harms companies that produce original brands illegally copied, it should be interesting to better investigate also the dimensions of these damages from a qualitative and quantitative perspective. In fact, also the firms that produce and commercialize products in the same product category and at the same price of the fakes might be negatively hit from this phenomenon. To conduct this research has been made an experimental procedure that helped us to shed light on our research questions. In particular we found that the damages of counterfeiting touch more economic agents than that usually considered in literature up to now. Our results help us to understand the phenomenon as a whole with the objective of providing useful insights for the companies that produce luxury goods and for the ones, in the same product category, that instead use the price as main competitive lever. The final aim is to assist them in realizing effective policies for stemming counterfeiting