Evans, Bradley P.; Starr, Richard G.; Brodie, Roderick J. - In: Journal of Product & Brand Management 28 (2019) 6, pp. 707-719
Purpose: This paper aims to apply a broader perspective of branding to foster new insights and develop strategies to address product counterfeiting. Design/methodology/approach: A review of the counterfeiting and branding literature leads to the development of a new conceptual framework that...