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Understanding consumer demand for non-deceptive pirated brands

Gerard Prendergast (Hong Kong Baptist University, Hong Kong, China)

Leung Hing Chuen (Hong Kong Baptist University, Hong Kong, China)

Ian Phau (Curtin University of Technology, Perth, Western Australia)

ISSN: 0263-4503

Article publication date: 1 December 2002

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Prendergast, G., Hing Chuen, L. and Phau, I. (2002), "Understanding consumer demand for non-deceptive pirated brands", Marketing Intelligence & Planning, Vol. 20 No. 7, pp. 405-416. https://doi.org/10.1108/02634500210450846

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