Examines the consumer′s role in the proliferation of product counterfeiting. Describes a demand‐side orientation to the counterfeiting problem and discusses results from a field experiment examining consumers′ willingness to select a counterfeit apparel item knowingly. Indicates that a surprisingly large proportion of adult consumers will select a counterfeit garment over the genuine good when there is a price advantage. Investigates product perceptions and decision criteria and implications for marketer action.
Bloch, P.H., Bush, R.F. and Campbell, L. (1993), "Consumer “accomplices” in product counterfeiting: a demand side investigation", Journal of Consumer Marketing, Vol. 10 No. 4, pp. 27-36. https://doi.org/10.1108/07363769310047374
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