Abstract
Despite the wide spread of counterfeiting, very few studies have examined consumer behaviour and attitudes regarding counterfeit products. This paper aims to profile the consumers who admit to purchasing nondeceptive counterfeit brands in the UK and China. Furthermore, it attempts to investigate consumers' views on counterfeit brands and to contrast them with the genuine brands and the non-logo products. The demographic profile seems to be somewhat influential in the intention to purchase counterfeit brands for British consumers, but not for Chinese. The findings suggest that not all respondents have a very high opinion regarding counterfeit brands, while Chinese value them even less. Consumers find it difficult to distinguish between the genuine and the counterfeit brands, and when they are compared with the genuine, the British believe that counterfeits are even less trustworthy.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.