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Counterfeit consumption Definition of counterfeit products Reference Method/Context Research questions/objectives Findings Consumer’s context What is counterfeiting from consumers’ perspective? Fake products that could either harm or offer cheap alternatives. Manufacturer’s context What is counterfeiting from the manufacturer’s perspective? Infringement of intellectual property rights of manufacturer. Demand for counterfeit products Reference Method/Context Research questions/objectives Findings Attractiveness of counterfeits from consumer’s perspective What causes the increase in demand for counterfeits? Cheap prices and expensive genuine products as companies try to recoup their attitudes. Counterfeit and perceive quality Reference Method/Context Research questions/objectives Findings Quality perception of high-quality counterfeits How does value perception affect consumer views towards counterfeits? The higher the quality of the counterfeit and the more closely it resembles the original the higher the likelihood that customers will buy it Quality perception of low-quality counterfeits How does value perception affect consumer views towards counterfeits? The lower the quality of the counterfeit the higher the likelihood that consumers will choose the original instead. [...]
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Subject Area: Marketing
Document Type: Questions & Answers
