Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs

Brand manufacturers are constantly confronted with a steady consumer demand for fake products, spurred by a constant supply from emerging markets. In this paper we investigate two parties of participants in the sports goods counterfeit market: the consumers and vendors of fake products. Findings from interviews in China, Iran, Pakistan and Vietnam, all dynamic counterfeit hubs, show consumers' perceived dependence on counterfeit products and highlight the vendors' key role. Being market experts, they are perceived as proficient providers of highly sought after products as well as supporters of the local economy, enabling employment and income. Consequently, any strategy to reduce counterfeits has to consider the particular socio-economic context of the consumers' and intermediaries' pivotal role.