How to fight the online purchase of luxury counterfeit products: manufacturer insights and strategies

  • Ludovica Cesareo (Ko-Autor*in)
  • Stöttinger, B. (Ko-Autor*in)
  • Alberto Pastore (Ko-Autor*in)

Aktivität: Vortrag › Wissenschaftlicher Vortrag (Science-to-Science)

Beschreibung

The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online fakes; furthermore, it highlights current anti-counterfeiting actions, to date seldom used, that target consumers, in order to transform them from accomplices or unawares into active brand advocates in the fight against fakes.
Zeitraum4 Okt. 2013 → 5 Okt. 2013
EreignistitelAnnual Meeting for the Società Italiana Marketing
VeranstaltungstypKeine Angaben
BekanntheitsgradInternational