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...
| VerfasserInnen: | ; ; |
|---|---|
| Medienart: | Elektronisch Aufsatz |
| Sprache: | Englisch |
| Verfügbarkeit prüfen: | HBZ Gateway |
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Veröffentlicht: |
2013
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| In: |
Journal of business ethics
Jahr: 2013, Band: 115, Heft: 1, Seiten: 195-211 |
| weitere Schlagwörter: | B
Consumer discrimination
B Anti-counterfeiting success B Managerial perception B Global brand B Branding B Counterfeiting |
| Online-Zugang: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
