Quotation Stöttinger, Barbara, Penz, Elfriede, Khan, Mubbsher Munawar. 2015. Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs. Journal of Brand Strategy. 4 (3), 281-290.




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.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Brand Strategy
Language English
Title Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs
Volume 4
Number 3
Year 2015
Page from 281
Page to 290
Reviewed? Y
URL https://www.henrystewartpublications.com/jbs/v4
DOI na
Open Access N


Stöttinger, Barbara (Details)
Penz, Elfriede (Details)
Khan, Mubbsher Munawar (Former researcher)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Google Scholar: Search