Yoo, Boonghee; Lee, Seung-Hee - In: Journal of Business Research 65 (2012) 10, pp. 1507-1515
As counterfeiting activity continues to thrive around the world, marketers of fashion luxury brands work hard to … discourage counterfeiting and to protect their revenues. This research evaluates the business risk related to fashion counterfeit … (GLBs). Based on survey data from five designer fashion product categories, Study 1 finds an asymmetrical effect that past …