Poddar, Amit; Foreman, Jeff; Banerjee, Syagnik; Ellen, … - In: Journal of Business Research 65 (2012) 10, pp. 1500-1506
Counterfeiting is one of the most serious problems facing luxury fashion brands. This study demonstrates that the impact of price differentials on counterfeit purchases varies according to the perceived corporate citizenship (PCC) image of the original brand. When consumers perceive the...