Quotation Penz, Elfriede, Stöttinger, Barbara. 2008. Original brands and counterfeit brands - do they have anything in common?. Journal of Consumer Behaviour 7 (2): 146-163.




Consumer decisions to purchase fakes instead of originals has developed into a major concern for brand manufacturers worldwide. This research looks at the customers' understanding of the key concepts original brand and counterfeit brand. Using the theory of social representations helped to gain rich insight into the consumers' perception of counterfeit brands in the light of their counterpart original brands, to determine the main differences and similarities, and to identify core aspects and relative evaluations of these two concepts. Taken collectively, the results indicate that, based on single associations, respondents' mental maps of the two concepts do not overlap. It seems that they have a clear picture of what they get with the purchase of original brands versus counterfeits. Although similar attributes to evaluate original brand and counterfeit brand were used (quality and price), they contribute differently to the nature of the concepts. The benefits of both categories are strongly related to consumers' norms prevalent in their social environment.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Consumer Behaviour
Citation Index SSCI
WU-Journal-Rating new MAR-C, STRAT-C
Language English
Title Original brands and counterfeit brands - do they have anything in common?
Volume 7
Number 2
Year 2008
Page from 146
Page to 163
Reviewed? Y
URL http://www3.interscience.wiley.com/journal/117944825/abstract?CRETRY=1&SRETRY=0


Penz, Elfriede (Details)
Stöttinger, Barbara (Details)
Institute for International Marketing Management IN (Details)
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