Quotation Cesareo, Ludovica, Stöttinger, Barbara, Pastore, Alberto . 2013. How to fight the online purchase of luxury counterfeit products: manufacturer insights and strategies. Annual Meeting for the Società Italiana Marketing, Milano, Italien, 04.10-05.10.


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Abstract

The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online fakes; furthermore, it highlights current anti-counterfeiting actions, to date seldom used, that target consumers, in order to transform them from accomplices or unawares into active brand advocates in the fight against fakes.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title How to fight the online purchase of luxury counterfeit products: manufacturer insights and strategies
Event Annual Meeting for the Società Italiana Marketing
Year 2013
Date 04.10-05.10
Country Italy
Location Milano

Associations

People
Stöttinger, Barbara (Details)
External
Cesareo, Ludovica (Sapienza - Università di Roma, Italy)
Pastore, Alberto (Sapienza - Università di Roma, Italy)
Organization
International Marketing Management IN (Details)
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