Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China
Prior research has examined consumer intentions to purchase fakes, branding strategies and anti-counterfeiting actions, but little attention seems to have been paid to the role of consumers’ ability to discern fakes and branding strategies against counterfeiting. This article, thus, based on a study...
| Authors: | ; ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2013
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| In: |
Journal of business ethics
Year: 2013, Volume: 115, Issue: 1, Pages: 195-211 |
| Further subjects: | B
Consumer discrimination
B Anti-counterfeiting success B Managerial perception B Global brand B Branding B Counterfeiting |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |