Stöttinger, Barbara, Penz, Elfriede, Khan, Mubbsher Munawar. 2015. Consumer and vendor perceptionsof sport goods counterfeits in fourcounterfeit hubs. Journal of Brand Strategy 4 (3), 281-290.
BibTeX
Abstract
Brand manufacturers are constantly confronted with a steady consumer demand for fake products, spurred by a constant supply from emerging markets. In this paper we investigate two parties of participants in the sports goods counterfeit market: the consumers and vendors of fake products. Findings from interviews in China, Iran, Pakistan and Vietnam, all dynamic counterfeit hubs, show consumers' perceived dependence on counterfeit products and highlight the vendors' key role. Being market experts, they are perceived as proficient providers of highly sought after products as well as supporters of the local economy, enabling employment and income. Consequently, any strategy to reduce counterfeits has to consider the particular socio-economic context of the consumers' and intermediaries' pivotal role.
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Status of publication | Published |
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Affiliation | WU |
Type of publication | Journal article |
Journal | Journal of Brand Strategy |
Language | English |
Title | Consumer and vendor perceptionsof sport goods counterfeits in fourcounterfeit hubs |
Volume | 4 |
Number | 3 |
Year | 2015 |
Page from | 281 |
Page to | 290 |
Reviewed? | Y |
URL | https://www.henrystewartpublications.com/jbs/v4 |
DOI | na |
Associations
- People
- Stöttinger, Barbara (Details)
- Penz, Elfriede (Details)
- Khan, Mubbsher Munawar (Former researcher)
- Organization
- International Marketing Management IN (Details)
- Competence Center for Empirical Research Methods WE (Details)