Consumers' awareness of luxury brand counterfeits and their subsequent responses : when a threat becomes an opportunity for the genuine brand
Year of publication: |
2016
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Authors: | Baghi, Ilaria ; Gabrielli, Veronica ; Grappi, Silvia |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 5, p. 452-464
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Subject: | Counterfeiting | Luxury branding | Brand equity (Consumer) | Luxusgüter | Luxury goods | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Produktpiraterie | Product counterfeiting | Markenführung | Brand management | Markenartikel | Brand |
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