Khandeparkar, Kapil; Motiani, Manoj - In: Marketing Intelligence & Planning 36 (2018) 6, pp. 661-677
Purpose: Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied...