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Title: Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China 
Author: Xuemei Bian and Cleopatra Veloutsou [University of Glasgow] 

Journal of Brand Management 14, no. 3: 211-222

Year: 2007


Subject/Type: Counterfeiting
Focus: Brands (non-deceptive counterfeits), Fashion Accessories
Country/Territory: China, United Kingdom
Objective: To profile consumers of non-deceptive counterfeit brands. To investigate consumer views on counterfeit brands in contrast to genuine brands and non-logo products.
Sample: 525 consumers (230 in the UK and 295 in China)
Methodology: a self-administered questionnaire given to subjects randomly selected from marketplaces (flea market and high street)

Main Findings

Not all respondents (in particular the Chinese ones) have a very favourable opinion of counterfeit brands. Consumers have difficulty distinguishing between counterfeit and genuine brands. When comparing counterfeit with genuine goods, British consumers found counterfeits less trustworthy.

[Date Added: Aug 12, 2008 ]