Ethics and Behavior 19 (5):403-413 (2009)
AbstractProduct counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. The managerial implications of these findings and directions for further research are discussed
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References found in this work
Cultural Values, Plagiarism, and Fairness: When Plagiarism Gets in the Way of Learning.Niall Hayes & Lucas D. Introna - 2005 - Ethics and Behavior 15 (3):213 – 231.
The Role of Moral Judgments Within Expectancy-Value-Based Attitude-Behavior Models.Richard Shepherd & Paul Sparks - 2002 - Ethics and Behavior 12 (4):299-321.
The Ethics of Counterfeiting in the Fashion Industry: Quality, Credence and Profit Issues.Brian Hilton, Chong Ju Choi & Stephen Chen - 2004 - Journal of Business Ethics 55 (4):343-352.
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Citations of this work
Mapping Ethical Consumer Behavior: Integrating the Empirical Research and Identifying Future Directions.Eleni Papaoikonomou, Gerard Ryan & Mireia Valverde - 2011 - Ethics and Behavior 21 (3):197 - 221.
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