Bian, X. and Veloutsou, C. (2007) Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China. Journal of Brand Management, 14 (3). pp. 212-222. ISSN 1350-231X.
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| Official URL http://dx.doi.org/10.1057/palgrave.bm.2550046 |
Abstract
Despite the wide spread of counterfeiting, very few studies have examined consumer behaviour and attitudes regarding counterfeit products. This paper aims to profile the consumers who admit to purchasing nondeceptive counterfeit brands in the UK and China. Furthermore, it attempts to investigate consumers' views on counterfeit brands and to contrast them with the genuine brands and the non-logo products. The demographic profile seems to be somewhat influential in the intention to purchase counterfeit brands for British consumers, but not for Chinese. The findings suggest that not all respondents have a very high opinion regarding counterfeit brands, while Chinese value them even less. Consumers find it difficult to distinguish between the genuine and the counterfeit brands, and when they are compared with the genuine, the British believe that counterfeits are even less trustworthy.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculties > Social Sciences > Kent Business School Faculties > Social Sciences > Kent Business School > Marketing |
| Depositing User: | Cathy Norman |
| Date Deposited: | 30 Aug 2012 15:41 |
| Last Modified: | 09 Oct 2012 14:57 |
| Resource URI: | http://kar.kent.ac.uk/id/eprint/30408 (The current URI for this page, for reference purposes) |
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