IP Outreach Research > IP Crime
Reference
Title: | Explaining Counterfeit Purchases: A Review and Preview |
Author: | Martin Eisend [Freie Universität Berlin], Pakize Schuchert-Güler [Berlin School of Economics] |
Source: | Academy of Marketing Science Review 10, no. 10 |
Year: | 2006 |
Details
Subject/Type: | Counterfeiting, Piracy |
Focus: | Apparel and Shoes, Brands (non-deceptive counterfeits), Consumer Electronics / Electronic Equipment, Fashion Accessories, Film, Luxury Goods, Music, Software |
Country/Territory: | Germany |
Objective: | To explain consumers' motives when purchasing non-deceptive counterfeit goods. |
Sample: | 12 consumers who have purchased counterfeit goods |
Methodology: | In-depth interviews |
Main Findings
The scarcity of the original product influences the value perception of both the original brand and the fake brand. The willingness of consumers to purchase a counterfeit product increases if they can rate the quality of a product before purchase and decreases if they cannot. Suggest increasing information about the illegality and harmful consequences of counterfeits, especially at borders and airports.
[Date Added: Aug 12, 2008 ]