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A LITERATURE REVIEW ON THE POSITIVE EFFECTS OF THE EXISTENCE OF A COUNTERFEIT ON THE GENUINE BRAND Institution Name Professor Course Date Introduction The industry for luxury and genuine products has continued to grow and it is expected to continue growing even in the near future. With the continued increase in the value of this market the designers for the brands of goods that exist in this market have become targets for the producers of the counterfeit products (Bian 2011). This poses a challenge to customers who are interested in the purchase of the genuine commodities from the market. Generally production of the counterfeit products has threatened companies’ efforts in establishing and developing successful brands (Gino Norton Ariely (2010). Most researchers assume that the production of fake products poses harmful impacts on the original genuine brands but most of them fail to verify how these products threaten the genuine consumption in GCC countries. Journal of Business Research 77 184-194. Qian Y. (2011). Counterfeiters: foes or friends? How do counterfeits affect different product quality tiers? National Bureau of Economic Research. Stewart C. A. Norwinski E. & Franze A. J. (2010). Brand integrity: Strategies for fighting contraband and counterfeit goods. Chicago IL: American Bar Association. Stravinskiene J. Dovaliene A. & Ambrazeviciute R. (2013). Factors influencing intent to buy counterfeits of luxury goods. Economics and Management 18(4) 761-768. Tom G. Garibaldi B. Zeng Y. & Pilcher J. (1998). Consumer demand for counterfeit goods. Psychology & Marketing 15(5) 405-421. Wilcox K. Kim H. M. & Sen S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research 46(2) 247-259. Yoo B. & Lee S. H. (2012). Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each. Journal of Business Research 65(10) 1507-1515. [...]
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Subject Area: Marketing
Document Type: Research Paper
