Sonmez, Mahmut; Yang, Deli; Fryxell, Gerald - In: Journal of Business Ethics 115 (2013) 1, pp. 195-211
Prior research has examined consumer intentions to purchase fakes, branding strategies and anti-counterfeiting actions, but little attention seems to have been paid to the role of consumers’ ability to discern fakes and branding strategies against counterfeiting. This article, thus, based on a...