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...
| Autori: | ; ; |
|---|---|
| Tipo di documento: | Elettronico Articolo |
| Lingua: | Inglese |
| Verificare la disponibilità: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Pubblicazione: |
2013
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| In: |
Journal of business ethics
Anno: 2013, Volume: 115, Fascicolo: 1, Pagine: 195-211 |
| Altre parole chiave: | B
Consumer discrimination
B Anti-counterfeiting success B Managerial perception B Global brand B Branding B Counterfeiting |
| Accesso online: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
