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

Ludovica Cesareo (Contributor)
Stöttinger, B. (Contributor)
Alberto Pastore (Contributor)

Institute for International Marketing Management

Activity: Talk or presentation › Science to science

Description

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.

Period	4 Oct 2013 → 5 Oct 2013
Event title	Annual Meeting for the Società Italiana Marketing
Event type	Unknown
Degree of Recognition	International