The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online fakes; furthermore, it highlights current anti-counterfeiting actions, to date seldom used, that target consumers, in order to transform them from accomplices or unawares into active brand advocates in the fight against fakes.
The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online fakes; furthermore, it highlights current anti-counterfeiting actions, to date seldom used, that target consumers, in order to transform them from accomplices or unawares into active brand advocates in the fight against fakes.
How to fight the online purchase of luxury counterfeit products: manufacturer insights and strategies / Cesareo, Ludovica; B., Stoettinger; Pastore, Alberto. - (2013). (Intervento presentato al convegno X Convegno Annuale della Societa' Italiana di Marketing, SIM tenutosi a Milano, Universita' Bicocca nel 3-4 Ottobre 2013).
How to fight the online purchase of luxury counterfeit products: manufacturer insights and strategies.
CESAREO, LUDOVICA;PASTORE, Alberto
2013
Abstract
The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online fakes; furthermore, it highlights current anti-counterfeiting actions, to date seldom used, that target consumers, in order to transform them from accomplices or unawares into active brand advocates in the fight against fakes.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
