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The purpose of this paper is to demonstrate the efficacy of messages in anti-counterfeiting campaigns that use a fear of legal prosecution, role models, peer pressure, linkages to organized crime and education.

A web survey of consumer perceptions regarding the effectiveness of different anti-counterfeiting campaigns on complicity was administered to 1,786 consumers in Brazil, China, India, Russia and the USA.

The effectiveness of the different anti-counterfeiting campaigns varies by country. Some can be used more successfully than others to limit complicity with the goal to transform consumers from accomplices of infringers to advocates of authenticity.

An unexpected finding of this study was that several of the anti-counterfeiting campaigns were perceived as effective by consumers who reside in countries, such as China, that are well known for flourishing domestic counterfeit markets. Thus, these exploratory results provide a starting point for future researchers and practitioners to create and evaluate the efficacy of messages in anti-counterfeiting campaigns in markets where counterfeits and pirated goods are readily accessible in both physical and virtual markets.

Prior research establishes why consumers accept counterfeit and pirated products and also suggests a number of strategies to decrease its occurrence, mostly from a managerial perspective. This is the first multi-country study to assess whether consumers believe anti-counterfeiting campaigns will curb product counterfeiting.

This chapter examines the potential and limitations of criminal law as a policy tool for fighting against the trade in counterfeit goods in Tanzania. It uncovers major challenges involved in tackling the counterfeiting business in Tanzania using criminal law. The chapter shows that counterfeit goods have infiltrated many supply chains in Tanzania. Both law-related and non-law factors drive the counterfeit goods trade. The counterfeiting business affects consumers, traders, the economy and the general society in Tanzania. The counterfeiting business presents serious societal risks during the crises such as the COVID-19 pandemic owing to the possible infiltration of counterfeit pharmaceuticals into the medical supply chain. Criminal law is part of Tanzania's legal embodies for fighting against the counterfeit goods trade. Both law-related and non-law limitations and challenges undermine the efficacy of criminal law in tackling the trade in counterfeit goods in Tanzania. The chapter recommends policy, legal and institutional reforms that will help to augment the efficacy of the anti-counterfeiting legal regime in Tanzania.

The major findings of this exploratory research are that a firm’s level of market commitment through future investments will increase in strategically important markets, regardless of high consumer complicity to purchase fake goods; that companies will employ additional anti‐counterfeiting tactics in markets with a high level of pirates and a high degree of enforcement of its intellectual property rights; and that companies employ a standardized approach of anti‐counterfeiting tactics targeted at consumers.

To identify ways for business managers to reduce consumer complicity with counterfeit products by better aligning their actions with consumer beliefs of complicity.

A mall intercept methodology was used to interview 54 US and 48 Brazilian business managers' understandings of consumer complicity with counterfeit products. A parallel web survey containing the questions in the interviews was used to assess 401 US and 390 Brazilian consumers' perceptions of what is important to them in determining that a product is counterfeit, the reasons why they were willing to acquire counterfeits, and the perceived effectiveness of anti‐counterfeiting actions.

Managers in both countries held beliefs that ran counter to those of the complicit consumer, particularly in the areas of understanding the reasons for consumer complicity and the perceived effectiveness of anti‐counterfeiting actions to reduce that complicity. Several anti‐counterfeiting actions considered to be of little use by managers were reported to be important by consumers regarding their intended complicity.

As the different motivations of consumer complicity with counterfeit products in different country markets become better known, managers can reduce their loss of business to counterfeiters by directly targeting those factors each country's consumers believe affect their complicity.

Comparing manager and consumer views of complicity with counterfeit products and the anti‐counterfeiting actions that can reduce that complicity in two country markets.

Pharmaceutical marketing, brand protection.

It could be used with the pharmaceutical marketing students and MBA students for analysing counterfeit medicines' menace in developing countries and positioning of a disruptive technology. The case could be used for marketing consultants, Brand managers and executive development programmes to explore issues such as protecting brands through technology, pharmaceutical packaging marketing, competitiveness of counterfeit drugs, global harmonisation.

Against the backdrop of rising menace of counterfeit drugs in developing countries, the case talks in particular about an innovative pharmaceutical packaging company. The company has developed a unique security technology called non-ClonableID™ which can enable products to be authenticated throughout the supply chain, thus protecting brands and preventing misuse. Despite a promising technology, it poses challenges regarding its adoption and commercial success.

Counterfeiting as an inevitable result of Globalization has become a global nuisance and has to be dealt at global level. Brand protection could be one of the lowest cost tools for pharmaceutical companies to restore public confidence in their products and themselves. While all methods for anti-counterfeiting are known to have short lives the menace still must be dealt with. For this, companies need to deploy anti-counterfeiting strategies that set up various layers of security.

Teaching note.

The purpose of this paper is to design a game theory based model that not only provide theoretical basis to control brand counterfeiting, but it also provide a mechanism to enhance brand revenue.

This study used the dynamic game theory of incomplete information to understand and encounter the brand counterfeiting issues. The study analyzed the economic relationship of legitimate brand, counterfeiter and consumers using mixed strategy of the dynamic game theory of incomplete information.

The results have indicated that brands those take countermeasures to reduce counterfeiting earn maximum revenue, even when the legitimate brands and consumers are unaware from the actions of counterfeiting firms, the legitimate brands should take countermeasures to reduce counterfeiting to earn maximum revenue, and there exists optimal anti-counterfeiting cost for the legitimate brand. Further, this study provides theoretical basis where brand managers can decide to adopt or not to adopt anti-counterfeiting strategy, and also indicate the consequences of each decision.

Based upon the findings, the study put forward valuable managerial implications. The study revealed that the legitimate brand must emphasize on the significance of taking countermeasures against counterfeiter and also, brand managers should focus on making product traceable, empowering the consumer and ensuring coordination with government officials to control the counterfeiting issues.

This paper incorporates the role of legitimate brand, counterfeiter and a consumer to establish the dynamic game theory model using mixed strategy to understand and address the counterfeiting issues in the global market.

The production and sale of counterfeit products is big business in the international economy. Nowhere is this more evident than in China. This paper aims to review the anti-counterfeiting strategies that have been identified in the literature on counterfeiting.

The paper takes the form of a literature review.

This paper reviews 11 anti-counterfeiting strategies that have been suggested by relevant literature and has identified some of the success conditions. It also finds that firms should seek to take a longer-term view and to protect their technology-based competitive advantage. This is already happening: Japanese blue chip companies have begun to relocate sensitive R&D and high-tech manufacturing away from risky locations and back to Japan.

The paper shows that the dominant legal enforcement (perspective) approach has been of limited success and explains the reasons for its failure.

The paper concludes that anti-counterfeiting strategies should be seen as complementary rather than as mutually exclusive and that in the long run, as countries get more technologically advanced, governments will develop a strong self-interest in tackling the counterfeit problem themselves.

The paper provides a systematic discussion of alternative anti-counterfeiting strategies that have been suggested by the literature and explores their success conditions in some detail.

The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments made concerning the purchase of fashion counterfeits.

Based on reviewing the literature on moral decision making, moral emotion and self-construal, we test the hypotheses by two experimental studies.

The results of two studies demonstrated that independents were more likely to judge counterfeits as morally wrong when pride rather than shame was associated with counterfeits or was evoked through an anti-counterfeit campaign. Interdependents were more likely to judge counterfeits as morally wrong when shame rather than pride was evoked through an anti-counterfeit campaign.

Results can inform marketing communication campaigns designed to prevent the proliferation of counterfeits in the fashion industry.

The contribution of this research is the expansion of prior work on consumers’ purchase of counterfeit goods by the discovery of the causal direction of individuals’ differences in self-view and its impact on moral judgment.

This paper aims to focus on achieving triple-shape memory effect (triple-SME) of a commercial poly (ethylene terephthalate) (PET) film with the thickness of 100 µm.

The thermal characteristics and microstructure of PET film were characterized by differential scanning calorimetry, thermogravimetric analysis and wide-angle X-ray diffraction analysis. The dual-shape memory effect (dual-SME) of the PET film was then systematically investigated, and based on that, triple-SME in thin PET film was achieved.

Investigation of the dual-SME in PET film revealed the difference between recovery temperature and programming temperature reduced with increasing programming temperature. An obvious intermediate shape shifting between the original and final programmed shape was observed during shape recovery in triple-shape memory behaviors.

Compared with dual-SME in polymer, relatively less work has been done on multi-SME in polymer, especially in thin polymer film. In this study, triple-SME in a PET film was investigated based on the results of dual-SME of the film. The main implication of the study is on how to achieve a watermark between the final programmed pattern and the original pattern, for the application of shape memory polymer in anti-counterfeiting label.

Dual- and triple-SMEs were achieved in a PET film that is only 100 µm in thickness, and the underlying mechanism for the difference between programming temperature and recovery temperature was discussed. For the novel application of triple-SME in anti-counterfeit label, the watermark during shape recovery in triple-SME can effectively prevent duplication.

Product counterfeiting has been ubiquitously observed in various segments of the supply chain. The intrinsic values of brands create more opportunities for counterfeiting. The damaging reputation of such brands leaves them to deal with the fallouts of counterfeits. Hence, such companies address them mainly through legal action, price and quality strategy. However, consumer characteristics and the random distribution of counterfeit products to the consumer types affect the effectiveness of a counter strategy. This paper aims to generate insights on how to leverage digital technology to curb counterfeit entities with consideration of consumer characteristics and the random distribution of counterfeits to them.

The authors used game theory and vertical differentiation model to understand and encounter deceptive counterfeiting of brand products. The study understands the economic relationship between a brand product manufacturer and consumer types based on their awareness. Further, the authors have considered different cases in the model to gain useful insights.

The results reveal that when the consumers are proactive, informed and value-conscious brand product manufacturers take digital technology counterstrategy to earn the maximum revenue. Hence, this analysis highlights that the effectiveness of a counterstrategy critically depends on the consumer characteristics, whether they are proactive, informed or unaware.

The study outlines that brand product manufacturers must emphasize on the digital supply chain, product redesign and product tracking facility to empower informed and value-conscious and proactive consumers. Moreover, the government should take steps to create awareness among uninformed consumers via information campaigns.

This paper incorporates the role of consumers and brand product manufacturers to understand and address the deceptive counterfeiting issue.